Data from WHO shows a trend towards harmonisation across countries in consumption levels, beverage preferences, and heavy or binge drinking, especially in Europe.47 The prevalence of binge drinking, which was formerly a marginal drinking behaviour in the majority of Mediterranean countries, has tended to increase, particularly in the younger generation. Education has a pivotal role in any prevention campaign to reduce harmful drinking habits. The alcohol industry takes every opportunity to imbue alcohol consumption with a positive image, emphasising its beneficial effects on risk of ischaemic heart disease, but people also need to be informed about the health consequences of heavy drinking.
