The first shot has been fired across the bows of our drinking culture !
Recent statements that anyone drinking more than four glasses of liquor at a single sitting was in danger of seriously harming their health - and that two drinks a day was the maximum drinker's should imbibe is the start of an orchestrated campaign to bring in change to our drinking habits.
It tends to mimic the experience with tobacco !
Fifty years ago nearly half the Australian population smoked. People smoked and shopped at the same time in supermarkets, and there were ash trays in banks, restaurants, milk bars - and even the waiting rooms of doctor's surgeries.
Change was incremental. Bans slowly appeared, making it illegal to smoke on trains and buses, wharfs and ferries. Then this extended to where people were having a meal, and more recently it banned the cigarette from any area in clubs and pubs - and even to your favourite beach or sporting ground.
The percentage of smokers decreased, but with it came a change in social attitudes. A smoker lighting up today feels like some sort of social pariah. Even a smoker in the street gets disapproving looks from those passing by and there is a tendency for many to only smoke in secret.
It seems liquor is the next social change target.
Fifty years from now - or probably a lot sooner - inviting a guest to have a glass of alcohol will probably be a social indiscretion. Indulging in alcohol will seem to indicate a lack of self discipline.
This will not apply to everyone, of course. Just as there are smokers today who couldn't give a damn about the attitude of others, there will be those who over indulge in alcohol, and that will probable still apply to young people - but by and large there will be a change that will see a new attitude adopted.
Change will take many forms. The advertising of alcohol will face new restrictions and it is quite possible that liquor outlets may be forced to black out their windows and remove product displays - as is the proposal to further limit tobacco sales.
The liquor industry will fight tooth and nail to maintain it's market, and that is a big, powerful and very well financed segment - but then so was the tobacco industry.
The winds of change are blowing - and the most likely outcome is that having a few drinks will disappear from the public domain - but be " business as normal " in private !
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