This chapter presents a case study of Charlotte who is a 35-year-old marketing executive works in a large advertising company. Charlotte often travels with her work, staying in expensive hotels and drinking late with colleagues and clients. If Charlotte is counting each drink as a unit, drinking large glasses of wine, or strong lagers, then she could easily be underestimating her alcohol consumption by at least half. The government defines harmful drinking for women as drinking more than six units a day or over 35 units a week. Harmful drinking for men is defined as more than eight units a day or over 50 units a week. The different legal position and promotion of abstinence until 21 in the US compared to the promotion of sensible drinking in the UK may mean that successful strategies in the US may not be successful in the UK.