Alcohol is not only big business. It is an essential part of social relations in so many cultures that its global importance may be outdistancing its critics. What does sake tell us about Japan or burgundy about France? How does consuming or indeed abstaining from alcohol tie in with self-presentation, ethnicity, class and culture? How important is alcohol to feelings of belonging and notions of resistance? Answering these intriguing questions and many more, this timely book looks at the meanings of alcohol consumption across cultures. Contributors look at the interplay of culture and power in bars and pubs, the significance of advertising symbols, the role of drink in day-to-day rituals and much more. The result is the first sustained, cross-cultural study of the profound impact alcohol has on national identity throughout the world today.