This echoes a new report from Australia this week which was also shows the alcohol industry’s heavy reliance on risky drinkers. Australia’s main consumers of alcohol represent just 20 percent of the population, but account for over 74 percent of all the alcohol consumed each year. The findings demonstrate that if this 20 percent reduced their consumption to within the guidelines, the total alcohol consumed in Australia would decrease by 39 percent. “The alcohol industry is totally dependent on risky drinking,” Michael Thorn, CEO of the Foundation for Alcohol Research & Education, said. “This is its dirty little secret. It’s an industry built on identifying, targeting and exploiting its best customers.” In Ireland, where the famous Guinness Storehouse has become “Europe’s leading tourist attraction”, almost €7 billion was spent buying alcohol in 2012 while the following year, a shocking 54 percent of drinkers between the ages of 18 and 75 were classified as “harmful”. The health system is becoming an increasing burden for the Irish government as a result, with alcohol-related illness or injury estimated to cost the state €3.7 billion ($4bn) annually. Up until last year, Diageo’s Irish chief served on the board of the ‘Stop Out-of-Control Drinking’ campaign before he was pressured to step down for conflict of interest. The campaign was criticized for its ad targeting victims of sexual abuse by the Rape Crisis Network of Ireland, describing it as “sinister, harmful, regressive, and hurtful”. Diageo has also been criticized for trying to avoid higher taxes in countries like the UK, where the revenue could be used by the National Health Service for alcoholism treatment.