Europe, the world’s leading region in terms of alcohol consumption, is paying a heavy price: 800,000 deaths per year are attributed to alcohol. The World Health Organization (WHO) supports proactive, evidence-based policies: higher taxes, restrictions on sales outlets, advertising bans, and clear risk labeling. Taxation, which varies by country and beverage, remains an underutilized tool. Yet raising prices quickly reduces consumption, particularly among low-income populations.