The normalisation of alcohol in Australia has been happening since the First Fleet when rum was the only drink of choice. The Australian Government (who take their cut via bond) normalises it by allowing it to be advertised during sporting events when children are watching. (Of course there is gambling too - another government "sponsored" addiction!) I missed the SBS Insight program called "Wine O'Clock" and will watch it later on iView but I suspect it's going to make me very angry. Angry for all the pain and shame that people are living in when the cure is close at hand. If no one talks, no one knows...about both the problem and the cure. The promo on the SBS website reads, "Recent statistics from the Foundation for Alcohol Research and Education show drinking is on the rise among mid-life women. “This is not a teenage story. These are women who are usually highly functioning, career-and motherhood oriented, who then begin or return to drink