We studied ethnomedical beliefs and utilization of alcohol herbal remedy for malaria in Uyo, south-coastal Nigeria. In-depth interviews were conducted with 213 respondents aged between 25 to 65 years, who were recruited through venue-based sampling. Malaria is recognized by its symptomatic presentations, which is reflected in different local names for the disease. Local etiological beliefs attribute malaria to mosquito bites, exposure to sunlight, fatigue, witchcraft, and excessive consumption of palm oil. There is a disease-specific preference for alcohol herbal remedies because they are accessible, affordable, and responsive to sociocultural realities. The therapy veils excessive consumption of alcohol with associated risks. Lack of quality control in production and dosage for the administration of these herbal remedies also put users at risk. Local beliefs should be integrated into malaria control programs to enhance community acceptance and participation. Herbal remedies should be subjected to regulation to ensure quality and minimize harms. Community health education should be mounted to improve knowledge of malarial transmission and promote utilization of appropriate health-care services.