Alcohol intoxication is well recognized as a disproportionate contributor to road accidents (ABS,2006), with cost associated with the loss of life, the medical and other costs of injury, damage property and extra policing. Costs born by the individual are internal costs, and rational consumers include the risk-weighted costs of road and other accidents of driving in their private market decision to purchase alcohol and to drive. But, the costs to passengers and other are external costs.