The authors correctly conclude that the burden from alcohol in Canada is substantially greater than it is from COVID‐19, and thus, alcohol should be given more attention. However, they fail to mention that in some countries, with the rise in COVID‐19‐related hospital admissions, competition can occur between COVID‐19 and trauma patients for scarce hospital resources. In South Africa, this has led to the temporary banning of alcohol sales at two periods during the lockdown. Stockwell et al. highlight the fact that alcohol is deemed an ‘essential service’ in many countries and point to the reasons why this might have occurred, and that industry appears to be taking advantage of lockdown conditions to expand their reach in ways that might continue after the lockdown. The alcohol industry in South Africa has also used the points given by Stockwell et al. as to why governments might be reluctant to restrict alcohol at this time in pushing back against imposition of alcohol control measures, and furthermore referred to the effect of the sales ban on jobs in the alcohol and related industries and policy inconsistencies in dealing with different industries. Finally, the commentary expands on the measures presented on how governments should use the opportunity provided by the COVID‐19 crisis to push for further alcohol control measures to be implemented.