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Alcohol has been consumed in most societies for as long as history has been recorded, and drinking is woven into the fabric of social existence (Mandlebaum, 1965). Today alcohol is consumed in almost all societies (Roche, 2001), and in many countries it is the most widely used drug (see, for example, Field & Casswell, 1999). Alcohol has important cultural and symbolic meanings and is used in various ways including as a means of socialization, an instrument of hospitality and as an intoxicant (Babor et al., 2003). While the harmful effects of alcohol consumption are significant at the population level, they are also particularly significant for some sub-populations, including gay men. In this chapter, we focus on gay men and alcohol, arguing that alcohol use is a significant health issue for gay men. We review recent research on the marketing and promotion of alcohol (see, for example, Babor et al., 2003; Casswell …