“…In this sense, the increasing influence of Northern European cultures on Southern European wine-drinking cultures is assumed to be associated with potentially detrimental changes in the latters' attitudes and behaviours that result in an increase in alcoholrelated problems and heavy drinking (Ahlström & Ö sterberg, 2005;Bjarnason, 2010;SIRC, 1998). Actually, qualitative Italian studies have shown that contemporary youth drinking experiences and practices are heterogeneous and complex, with aspects that follow tradition and others that break with it (Beccaria, 2010a(Beccaria, , 2010bPetrilli, Beccaria, Prina, & Rolando, 2014;Rolando & Katainen, in press). In addition, differences between Northern and Southern Italy persist, as young people in the South drink less and get drunk less frequently, and the gender gap is more pronounced (ISTAT, 2013).…”