Those of you with even a modicum of knowledge of alcohol policy will know that this title is not original but taken from a very famous book by Babor et al. However it is a good way to introduce a few of my rambling thoughts on how normalised alcohol has become in our culture. The stimulus for this was an encounter on twitter. Many tweets (I am just of guilty of this) are bit jokey and often somewhat facile. I received a tweet inviting all people following the strand to a school fete where high end vodka would be sold. The school was in the independent sector and catered from children of all ages. There was an interaction to establish what was taking place. Apparently there was a licence for this event and it was not to promote the product. Now I am sure academic careers have been made on discussing the distinction between promotion and selling but as the reasonable man it strikes me that the ultimate aim is the same-to sell more of the product. In the past I have been a treasurer for a PTA and I know the financial pressures schools are under and I have no doubt this is perfectly legal but have we really reached a point where everything is a marketing opportunity?