Public opinion on alcohol policy has received little research attention until recently, although a coherent research agenda in this area holds promise of a better understanding of the public health policymaking process. This paper reviews and critiques the major analyses of policy opinion in the United States, discusses national support for specific policy options, and addresses trends in policy opinion. The dynamics of policy opinion are complex, allowing for few generalizations. Environmentally based alcohol policies receive mixed levels of public support, and, overall, support decreased somewhat throughout the early 1990s. Recommendations for continued monitoring and improved assessment of policy opinions are made.

We investigate the policymaking activities of members of the federal alcohol-policy community, including efforts to raise issues on the agenda, develop policy alternatives, and influence political decisions. Qualitative data (observations, attitudes, and activities in relation to alcohol policymaking dynamics) from 64 key-informant interviews inform this analysis of strategies and tactics. The paper draws on archival data, including interest-group newsletters and government documents. It describes the various perspectives from which Congress, federal agencies, industry groups (alcohol producers, national trade organizations, broadcasters, and advertisers), public health activist organizations, researchers, and journalists view the process of federal-level alcohol policymaking. While there are considerable differences in problem-framing strategies and paradigms, alcohol policymakers view the dynamics in ways consistent with political scientists' theories based on general health policy. Insights gained have the potential to improve understanding of public policymaking in the alcohol area and could help to advance public health policy objectives.

The project identified factors influencing U.S. federal alcohol policy formation and especially the role of research. It explored the applicability of John Kingdon's “Policy Stream” model involving three interacting policy streams: problem recognition, policy alternatives, and politics. Each stream is necessary but insufficient for policy formation, and coupling streams in “windows of opportunity” is a key to moving legislation. Federal alcohol-policy cases studied included excise taxes, alcohol promotion policies, federal agency reauthorization, and federally mandated health warnings. Data sources included key-informant interviewing with snowball sampling and archival data. We qualitatively analyzed government documents, scientific journals, print and electronic media, trade magazines, and newsletters. Sixty-four in-depth interviews were completed with public health activists, alcohol industry representatives, researchers, journalists, and people in executive and legislative branches of the government. We summarize methods used and challenges overcome, and provides an overview of the project's activities, with results detailed elsewhere in this special issue.

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This article describes policy developments in alcohol advertising and counter-advertising at the U.S. national level, including federally mandated warning labels on alcoholic beverage containers, the campaign for health warnings on broadcast advertising, the end of the voluntary ban on advertising of distilled spirits on television and radio, and the debate concerning a health-benefits label on wine products. Federal legislative documents and media accounts provided the context for 64 key-informant interviews with persons working for the federal government, the alcohol industry, public health, and research and media organizations. A decline in per capita alcohol consumption in the 1980s and 1990s and concurrent demographic shifts in the U.S. population have given impetus to controversial advertising campaigns and their opposition. The policy case studies show disagreement among key players about the impact of advertising on consumption and problems, need for controls, benefits of regulation and counter-advertising, and need for federal-level legislation.