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AIMS – This article discusses one of the dominant doctrines in the alcohol policy field today; the need to regulate the total consumption of alcohol in the population. This position is theoretically justifiable and based on a large body of evidence. However, in practice its consistent implementation is rare. This contradiction results partly from inefficiency of the instruments – price control and availability restrictions – but it has an ideological background that will be the focus of this article. DESIGN AND DATA – Our paper goes back to the sources of Kettil Bruun’s ideas that led to the publication of Alcohol Control Policy in Public Health Perspective in 1975. This book started the wave of research and policy debate on the Total Consumption Model that continues to date. We also base our argumentation on information received by Bruun’s colleagues and peers. RESULTS – Many of Bruun’s ideas originated from studies of areas other than alcohol. Three elements in his previous research experience were particularly important: (a) studies on power, (b) research on international drug policy, and (c) criminology and social control in general. CONCLUSIONS – Economic power often contradicts the public interest. Drug policy demonstrates how such power leads to selective approaches in social control, and research on social control warns of the danger of discrimination against vulnerable populations. Against this, Bruun’s approach to social policy stressed transparency, the priority of the public good against particular privileges and the importance of universalism in social policy to avoid particularistic biases. These elements motivated Bruun’s interest in the total consumption approach.

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