Humanity's relationship with alcohol has never been easy. Now it is about to undergo as great a change as our attitude to tobacco, which has seen smoking plummet from the height of cool to the lowest of unpleasant habits. That at least is the hope of the World Health Organization, which, between now and January, will be honing its draft of the first global strategy on reducing health damage from alcohol abuse, the fifth leading cause of premature death and disability worldwide.