Are Nondrinkers Missing from the Picture

WHO statistics indicate that half the world's population does not drink alcohol. With a Western outlook this fact is often overlooked. Findings: The article explores the global drinking patterns focusing on non-drinking and the global forces that contribute towards change. The large segment of non-drinking population is beneficial for public health but it is also seen as a great potential for the international alcoholic beverage industry. Conclusion: The forces of globalization towards conformity and a global mono-culture deprived of cultural diversity also affects non-drinking populations, to the detriment of public health.