Ministers want to change the "English drinking culture" and the willingness to accept drunkenness and anti-social behaviour as a "normal" part of life.
Ministers want to change the "English drinking culture" and the willingness to accept drunkenness and anti-social behaviour as a "normal" part of life.
The strategy seeks to promote sensible attitudes to alcohol, as the estimated bill from drink-related health, crime and disorder problems reaches £20bn.
The strategy seeks to promote sensible attitudes to alcohol, as the estimated bill from drink-related health, crime and disorder problems reaches £20bn.
Home Office minister Vernon Coaker said he wanted to change the view it was "acceptable to drink to get drunk".
Home Office minister Vernon Coaker said he wanted to change the view it was "acceptable to drink to get drunk".
As well as binge-drinkers, it will also target older people who drink at home.
As well as binge-drinkers, it will also target older people who drink at home.
Three groups
Three groups
It will be the first time such a strategy will target older drinkers who drink too much at home in the evenings.
The £10m campaign will seek to alert, for the first time, those who enjoy a bottle or two of wine at home most evenings of the possible long-term health risks.
Health minister Caroline Flint denied they were targeting "middle-aged, middle-class hardened drinkers", but said: "There are people, adults, who on a very regular basis are probably drinking twice the amount that is recommended."
Health minister Caroline Flint denied they were targeting "middle-aged, middle-class hardened drinkers", but said: "There are people, adults, who on a very regular basis are probably drinking twice the amount that is recommended."
It's almost regarded as acceptable to drink to get drunk and we want to change that attitude Vernon Coaker
It's almost regarded as acceptable to drink to get drunk and we want to change that attitude Vernon Coaker
The £10m national alcohol strategy also launches a review into happy hours and drink promotions and calls for all areas to draw up local plans to cut problem drinking.
The £10m national alcohol strategy also launches a review into happy hours and drink promotions and calls for all areas to draw up local plans to cut problem drinking.
This will help target young people who were "going out to get drunk" at weekends, leaving themselves vulnerable, causing problems for communities and risking long-term health problems.
This will help target young people who were "going out to get drunk" at weekends, leaving themselves vulnerable, causing problems for communities and risking long-term health problems.
Instead the government wants to see a change of attitude, similar to that which happened towards drink-driving.
Instead the government wants to see a change of attitude, similar to that which happened towards drink-driving.
Home Office Minister Vernon Coaker added: "It is unacceptable for people to use alcohol and urinate in the street, vomit and carry on.
Home Office Minister Vernon Coaker added: "It is unacceptable for people to use alcohol and urinate in the street, vomit and carry on.
"It's almost regarded as acceptable to drink to get drunk and we want to change that attitude."
"It's almost regarded as acceptable to drink to get drunk and we want to change that attitude."
Dependent drinkers
Dependent drinkers
The report, an update on the government's first alcohol strategy in 2004, said there were 7.1m "hazardous and harmful" drinkers in England, costing the health economy £1.3bn.
The report, an update on the government's first alcohol strategy in 2004, said there were 7.1m "hazardous and harmful" drinkers in England, costing the health economy £1.3bn.
Another 1.1m "dependent drinkers" cost £403m, it said.
Another 1.1m "dependent drinkers" cost £403m, it said.
The strategy, drawn up by the Home Office and the Department of Health, backs further crackdowns on people selling alcohol to under-18s.
The strategy, drawn up by the Home Office and the Department of Health, backs further crackdowns on people selling alcohol to under-18s.
Drinks will be labelled according to alcohol units from 2008
Drinks will be labelled according to alcohol units from 2008
It says parents should look at their own drinking habits, to see if they are setting a good example, and urges friends and relatives of problem drinkers to "exert influence" to help them cut down.
It says parents should look at their own drinking habits, to see if they are setting a good example, and urges friends and relatives of problem drinkers to "exert influence" to help them cut down.
Since 2004 licensing laws have changed, with critics saying the changes have opened the door for round-the-clock drinking, while ministers stress new powers to deal with alcohol-fuelled disorder and under-age drinking.
Since 2004 licensing laws have changed, with critics saying the changes have opened the door for round-the-clock drinking, while ministers stress new powers to deal with alcohol-fuelled disorder and under-age drinking.
The report said recent consultation said it found a "commonly held belief" that the root cause of problems was the English "drinking culture" and a willingness to tolerate drunkenness.
The report said recent consultation said it found a "commonly held belief" that the root cause of problems was the English "drinking culture" and a willingness to tolerate drunkenness.
Referral schemes
Referral schemes
The strategy backs more guidance on safe drinking levels for teenagers, parents and teachers, helplines for those who want to cut down, a review of NHS alcohol spending, and tougher punishments for drunken behaviour.
The strategy backs more guidance on safe drinking levels for teenagers, parents and teachers, helplines for those who want to cut down, a review of NHS alcohol spending, and tougher punishments for drunken behaviour.
Alcohol referral schemes are also to be introduced for alcoholics, in the same way that drug addicts are sent for compulsory counselling after being arrested.
Alcohol referral schemes are also to be introduced for alcoholics, in the same way that drug addicts are sent for compulsory counselling after being arrested.
Alcohol Concern's Frank Soodeen called it a "big step forward", but said more money was needed to treat alcoholics.
Alcohol Concern's Frank Soodeen called it a "big step forward", but said more money was needed to treat alcoholics.
He said: "We are incredibly excited. It looks far more ambitious and far-reaching than its predecessor."
He said: "We are incredibly excited. It looks far more ambitious and far-reaching than its predecessor."
But he said the government had not laid out plans to invest more in treatment.
But he said the government had not laid out plans to invest more in treatment.
The national strategy also suggests clearer labelling of calorie content of alcohol, as a further disincentive to heavy drinking.
The national strategy also suggests clearer labelling of calorie content of alcohol, as a further disincentive to heavy drinking.
This week the government announced alcoholic drinks would carry warning labels from 2008, spelling out the number of units contained, as part of a voluntary agreement with the drinks industry.
This week the government announced alcoholic drinks would carry warning labels from 2008, spelling out the number of units contained, as part of a voluntary agreement with the drinks industry.
But it does not include drinks sold by the glass and the British Medical Association does not think they go far enough.
But it does not include drinks sold by the glass and the British Medical Association does not think they go far enough.
It has called for posters displaying alcohol levels in drinks to be on display in bars.
It has called for posters displaying alcohol levels in drinks to be on display in bars.
Liver expert Professor Roger Williams, who treated the late football star George Best, said labelling should be compulsory, alcohol should be more expensive and the legal age to buy it should be raised from 18 to 21.
Liver expert Professor Roger Williams, who treated the late football star George Best, said labelling should be compulsory, alcohol should be more expensive and the legal age to buy it should be raised from 18 to 21.
How much do you drink at home? Do you drink sensibly or do you consider yourself to be a binge drinker?
How much do you drink at home? Do you drink sensibly or do you consider yourself to be a binge drinker?
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