This project will systematically investigate the nature of point-of-sale promotions for alcohol beverages in both on-premise (eg, pubs) and off-premise (eg, liquor stores) venues; the effect of such promotions on drinking intentions and behaviours of people aged 18-25; and utilize the results to develop a proposal for revisions to regulation of alcohol promotions to reduce alcohol-related harm. Utilising a range of methodological approaches including observational, qualitative and experimental studies, it is the first systematic investigation – not only in Australia but anywhere in the world – of the nature and extent of non-advertising alcohol promotions, and their effect on young people’s drinking intentions and behaviours.