As many of us enjoy a wine or two in the sun, the notion that alcohol prices could go up because of demands from doctors might be galling.
As we report today, Auckland District Health Board has lent its considerable weight to calls to make changes to our drinking laws. The DHB joins other health boards in endorsing a position statement on alcohol harm, calling for price hikes, restrictions on advertising and sponsorship, and an increase in the purchasing age.
It will be an unpopular stance for many.
It's a well worn catch-cry that the whole of society shouldn't be punished for the sins of a few. Leave us alone, wowsers.
But that is disingenuous.