We have seen a big decline in alcohol consumption over the past 15 years, but this has not translated into better health outcomes.

‘It suggests that the ‘public health’ approach of lowering average consumption in the hope that the heaviest drinkers will miraculously decide to consume less does not work.

‘Efforts to turn moderate drinkers into light drinkers are futile. It is the small minority of genuinely heavy drinkers who should be the focus of harm reduction.’