When it comes to your beverage of choice, alcoholic beverages are unique. For millions, they are a regular part of the dining experience. They’re often an important component of social events, celebrations, and milestones; we toast people, events, and memories with alcohol. They play a key role in many religious traditions. And, of course, the alcoholic beverage industry is a major economic force, responsible for more than $250 billion in sales annually in the US. And all of this is true despite the well-known and well-publicized risks of drinking too much alcohol.