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What would alcohol sales look like if excessive and problem drinkers drank in moderation?

While the alcohol industries in countries such as England and the United States publicly support moderate drinking, it has long been speculated that a large portion of alcohol industry profits come from excessive drinkers and individuals with drinking problems. This study explored what percentage of alcohol sales in England are accounted for by these heavy drinkers, and what the alcohol industry there would stand to lose financially if everyone drank in moderation—that is, within government health guidelines.

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