The relationship between changes in alcohol policy measures and alcohol consumption is discussed on the basis of experiences in Finland during the period 1950 - 1975. Our examples of the effects of changes in alcohol policy measures on the consumption of alcohol show that these changes clearly affect the level of alcohol consumption. Alcohol policy measures which have visible short-term effects on consumption also frequently have long-term effects which are not revealed by consumption statistics. Changes in control measures clearly mould the structure of alcohol consumption by beverage class. When using the structure of the consumption as an indicator of drinking patterns one should, therefore, first examine if changes in the beverage structure are reflections of changing alcohol policy measures and the extent to which this happens.