The general questions of formation of culture of consuming of alcohol are considered, its influence on social and economic dev-elopment of the country is shown. Suggested that the culture of consumption is above the individual reality. Identifies the main factors and conditions of formation of "Northern" style of alcohol consumption in Russia. Is that an effective measure in the fight against alcoholism is the increase in the overall structure of the consumption of alcohol of natural wines, that is changing the style and the formation of a new culture of consumption of alcohol.