Des looks at Irish identity and how it is linked to alcohol.

Des explores the areas of alcohol marketing, sponsorship and regulation. He teases out the tricks of the marketing trade and looks at the attempts at self-regulation by the drinks industry including the drinkaware.ie campaign.

Des returns to New York. With his mother Eileen and aunt Mary he explores his family’s experience with alcholism (‘it doesn’t run in our family, it gallops!’). He returns home to Ireland and looks at the affects of alcoholism on families and society and the treatments and supports available.

Des looks at socialising without alcohol, not just youth cafés and alcohol free discos but also the ups and downs of going to nightclubs sober. Des launches a campaign to bring back the slow set and also a 31-day challenge for the month of March.