Raising prices, along with a dedicated effort to change public perceptions via the media, can have an effect. Smoking rates have plummeted in the USA as a result of these steps.
You can't fight binge drinking by chiding it in TV commercials alone... you have to make it unworkable at the cash register.
Some here seem to think that alcoholics should be a protected demographic. I'm totally unable to understand that rationale. There's nothing noble about protecting the 'right' of anyone to sink into a protracted dependency, no matter what their economic status.
Are we suggesting that the poor need to be fought for so that they can have the same freedom to become piss drunk junkies as their wealthier cousins? That's a weird application of civil rights, to be sure.