Despite attempts in Europe to tackle the impact of alcohol on health, the amount of alcohol consumed by EU countries is higher than the rest of the world and the incidence of many alcohol related digestive cancers is on the increase. It is, therefore, time for a change. We urgently require a focused multi-dimensional approach from policy and decision makers at both European and national levels to dramatically increase public and healthcare professional awareness of the dangers of alcohol, as well as to implement further strategies across the region to reduce alcohol intake and the resulting incidence of digestive cancers.