8 of the 10 countries with the highest alcohol consumption in the world are in the European Union (EU), for which the EU pays a very high price in the form of alcohol-related injuries, cancer, cardiovascular disease and other non-communicable diseases. The EU has the highest level of alcohol consumption in the world.

Almost 300,000 people die every year in the EU as a result of alcohol. Yet many people do not have access to accurate and reliable information about alcohol and its impact on individual, family and community health. Cancer is one of the leading causes of alcohol-attributable deaths in the EU, according to WHO data.

Alcohol is a common part of our culture and everyday life. We want to show that decisions can be made differently – consciously, with information and with respect for your own health.

Rethink Your Drink is an initiative aimed at supporting informed decisions about alcohol consumption. An initiative for a conscious approach to (non)drinking.

Our main goal is to raise awareness of the harmful effects of alcohol and help people better understand the impact of alcohol on their health and lives.