SummaryDiscussions of the varying levels of alcohol consumption within a population usually focus on the alcohol consumption distribution curve. An alternative way of looking at this information is introduced by defining a ‘consumption containment rate ‘, which is interpretable as a population's tendency to contain its drinking within any given level. Parallels with the concept of age specific mortality rates are drawn. It is argued that the CCR is a useful concept in analysing data and in comparing populations, and two examples are given. Some of Ledermann's data and his use of the log‐normal distribution curve are re‐appraised through the use of