PRACTISING DRINKING, PRACTISING HEALTHThe consumption of alcohol is shaped everywhere by social norms, material settings, temporal rhythms and cultural meanings, even though the full measure of these impacts is difficult to assess. Quantitative analyses of alcohol consumption often overlook these aspects, emphasizing instead modifiable risk factors associated with the behaviour of individual drinkers.Meier, Warde & Holmes [1] seek to correct this oversight by offering the notion of practice as a methodological and epistemological alternative to more established approaches in alcohol studies. They are especially critical of approaches that emphasize the social determinants of variations in consumption within and between populations, and those that focus on the agency of individual drinkers, arguing that population interventions grounded in either orientation have 'delivered only limited public health gains ' [1]. What is most welcome about Meier et al.s' analysis is their insistence on the need for new quantitative approaches to studying alcohol consumption, rather than heeding the more common call for richer and more varied qualitative studies [2,3], which have had narrower impacts on the forms of knowledgemaking that underpin public health interventions. I do not regard this approach as dismissive of the value of qualitative research. Rather, I see it as recognition of the primacy of quantitative research in the design of public health interventions [4,5], with the corollary that more sensitive quantitative research models will probably have the greatest impact upon these interventions. Besides, few qualitative researchers with an interest in the contexts of alcohol consumption could quibble with Meier Meier et al.s' focus on the role of practice, even if few have been so bold as to find in extant theories of practice a means of transforming the epidemiology of alcohol use.However, I would encourage the authors to follow the implications of practice theories for public health interventions a little further by emphasizing how the focus on practice troubles the very objects and purpose of these interventions. The designation of particular patterns (or practices) of alcohol consumption as problems within contemporary public health discourses rests on an apparent consensus with two key features; one that Meier et al., acknowledge, and another that they do not. With respect to the first aspect, public health discussions of problems arising from the consumption of alcohol share the assumption that individuals are independent 'decision-makers' with 'substantial autonomy' [1] over their drinking behaviours. This is the major reason why, as Meier et al. note, public health interventions tend to be 'heavily influenced' by theories of behaviour change [1]. It reflects a consensus that individuals are the most important agents of change in any effort to transform drinking behaviours. Theories of practice confound this consensus by calling attention to the role of exogenous factors in mediating drinking behaviours.However, ...