Liver disease is the significant exception to the improvements seen in health outcomes for many long-term conditions over the last 30 years.1 Mortality rates have increased fourfold since 1970, and three-quarters of these deaths are linked to excessive alcohol consumption. The mortality rate correlates strongly with increased alcohol consumption at a national level, and is thought to be fuelled by the availability of cheap strong alcoholic drinks.1 In particular, the relative increase in affordability of alcohol has had an impact on those groups most at risk—namely heavy drinkers and …