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Citation

Nicholls J (2025) Riding the wave or controlling the flow? Commentary on Room (2025) ‘Long waves of alcohol consumption and the Sustainable Development Goals’. International Journal of Drug Policy, 137, Art. No.: 104723. https://doi.org/10.1016/j.drugpo.2025.104723

Abstract
First paragraph: The long waves model of drinking behaviours provides vital insights for alcohol policy debates (Krause et al., 2019; Room, 2025; Skog, 1986). It reminds us that drinking behaviours are responsive to an array of factors, and that the influence of these can drive trends in a number of directions. It also emphasises the critical role of culture in this process. Rather than viewing drinking behaviours as driven primarily by a dialectic between the alcohol industry and its counterweight in alcohol control policy, it highlights the complex role of cultural attitudes and values in shaping how alcohol is viewed, especially from a generational perspective.

Journal
International Journal of Drug Policy: Volume 137