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Alcohol: no substance on the planet is so familiar to us and so unbelievable varied in its effects. It is readily available, and despite its psychoactive, adverse health effects, hardly anyone calls it a drug. But how is it that we can turn a blind eye to the three million alcohol-related deaths that happen each year? The director Andreas Pichler visits several countries, searching for answers concerning what makes us drink, what alcohol does to us, and to what extent the powerful alcohol industry and its lobbyists influences politics and society. He also presents us with ways we can turn the tide. Without being self-righteous or overly-critical, the film will have a lasting effect on the drinking habits of all who watch it.‍