I find this surprising.......................................

"One consequence is that the heaviest drinkers are of greatly disproportionate importance to the sales and profitability of the alcoholic-beverage industry," he writes writes. "If the top decile somehow could be induced to curb their consumption level to that of the next lower group (the ninth decile), then total ethanol sales would fall by 60 percent."

All those beer and booze advertisements sure don't seem to be targeted at the top decile. Wonder why?   Full post and mind-boggling chart on alcohol consumption can be found here.