To encourage a better drinking culture among young people aged 16-29, VicHealth, in partnership with the State Government, has initiated an alcohol cultural change program. The program is part of the Victorian Government’s Reducing the Alcohol and Drug Toll: Victoria’s plan 2013–2017. The initial focus of this activity is to encourage the development of a less harmful drinking culture in Victoria, by targeting normative values and by taking a positively framed approach.

To inform and support this culture change program, VicHealth, with funding from the Victorian Law Enforcement Drug Research Fund, and working with the Social Research Group – Market Solutions, conducted an Australian-first population-wide survey to measure Victoria’s alcohol culture.

Survey findings indicate that a significant portion of young Victorians aged 16-29 report feeling obliged to drink when others around them are doing so at a bar, pub or club, therefore further work highlighting that the majority of young people and young adults aged 16–29 do not drink to get drunk will be crucial in establishing a more moderate drinking culture in Victoria.