The society marked by "omnivore" consumption and continuous experimentation, combines a rich and high-quality food tradition with new forms of consumption. These new forms are influenced by contacts with other cultural contexts, by new working habits and life styles and by the boost of preventive health attitudes. In terms of alcohol consumption this fosters a decrease of wine consumption, an increase of beer and aperitifs consumption, a combination of alcohol consumption during meals as well as during spare time. Moreover, it encourages new forms of transgression, such as binge-drinking on Saturday nights and drink-driving. An interesting phenomenon is the new interpretation of the social and relational value of nourishment and drinking, while concern is raised by the weakening of the typical Italian protective factors against the risk of excessive consumption and by the growth among young people of a common tolerance towards occasional excesses, typical of northern European "wet countries".
Keywords: Alcohol, consumptions, tradition, new lifestyles, risks, binge drinking