What you can’t measure, you can’t improve.

This is one reason the alcohol lobby is fighting so hard against instituting a common definition of “a drink” on its bottles. If that happened, people would know how much alcohol is in their glass of wine or bottle of beer.

The drinks industry is reeling. In the US last year, 20% of drinking-age Americans took part in Dry January. This year, it’s 35%. No wonder Tito’s Vodka hired Martha Stewart to create off-label ways to consume vodka. The “dry” movement is also spreading: yesterday I got an email from the Canadian Cancer Society urging me to sign up for Dry February.

To foretell the liquor lobby’s fight-back tactics, check out the following playbooks from the past: tobacco, sugar, opioids, fossil fuels and long ago, seatbelts.


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