Alcohol consumption, particularly in high doses, has large public health consequences, as it is associated with chronic medical conditions, such as cardiovascular diseases (Mackenbach et al., 2015), cancer, and mental disorders (Rehm et al., 2010). Alcohol consumption is responsible for 6% of all deaths worldwide, and for more than 25% of deaths among young men aged 15–29 years in the E.U (Collins, 2016). Moreover, it has been rated as one of the four most harmful drugs on a population level (Nutt et al., 2010, Van Amsterdam et al., 2010), as it is also associated with undesirable social outcomes, such as higher rates of violent behaviour and traffic accidents (Rehm et al., 2010, de Goeij et al., 2015).
