ABSTRACT
This chapter examines the effects of unrestrained productivity and raises the question of whether normal market forces should determine levels of production and consumption or whether there should be national or international endeavours to influence consumption trends in order to minimise social and personal harm. The evidence of world-wide increased beverage alcohol productivity can be deduced only from those countries which keep reasonably accurate records. Beer, wine and spirits are all relatively easy to produce, with the result that the constraints on the limits of production lie principally in terms of what the market will consume. Trends in alcohol use may be assayed in two principal ways: the first by monitoring reported sales of alcohol and the other by sampling segments of the population and asking them directly about their drinking habits. The growth in licensed clubs in recent years has been even more marked.
