𝐄𝐃𝐈𝐓𝐎𝐑𝐈𝐀𝐋- 𝐑𝐞𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐁𝐡𝐮𝐭𝐚𝐧’𝐬 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 𝐰𝐢𝐭𝐡 𝐀𝐥𝐜𝐨𝐡𝐨𝐥

Alcohol in Bhutan is no longer just a cultural companion at festivals or household gatherings. It has become a pervasive public health and social challenge that quietly chips away at the nation’s wellbeing. From domestic violence and motor accidents to long-term illnesses and mental health disorders, alcohol leaves behind a trail of preventable tragedies. What is more concerning is the normalization of drinking in everyday life, where abstaining is still viewed as disrespectful rather than responsible.

Addressing this issue requires more than fragmented policies or occasional campaigns. It demands a long-term, multi-sectoral strategy that is firmly institutionalized, insulated from political cycles, and supported by society at large. Lessons can be drawn from international experiences where countries have confronted similar crises and reshaped their alcohol landscapes through consistent reforms.

Consider Scotland’s bold decision in 2018 to introduce minimum unit pricing for alcohol. Initially met with resistance from industry groups, the measure has since reduced consumption of cheap, high-strength beverages and lowered hospital admissions linked to alcohol misuse. Iceland, on the other hand, pursued a different model. Beginning in the late 1990s, it introduced youth programs that promoted sports, arts, and community involvement while limiting access to alcohol. Over two decades, underage drinking rates in Iceland dropped dramatically, proving that prevention through engagement is as important as restriction.

For Bhutan, the balance between economic benefit and social cost is delicate. Alcohol sales generate revenue and support small businesses, but the hidden bill is paid in broken families, lost productivity, and escalating healthcare expenditure. The question is whether short-term financial gains should outweigh the long-term economic and human costs. Evidence from other nations suggests that health-driven policies, though initially unpopular, ultimately strengthen the economy by reducing public spending on treatment and increasing workforce productivity.

Effective regulation must also move beyond paper policies. Bhutan has previously crafted frameworks that faltered due to weak enforcement and lack of sustained monitoring. Without accountability, even the most well-intentioned laws are reduced to symbolic gestures. A dedicated legal instrument, such as a comprehensive Alcohol Act, could provide the continuity and authority needed to enforce restrictions, coordinate across agencies, and embed alcohol control within national priorities.

Equally vital is reshaping public attitudes. Policy alone cannot alter deeply rooted cultural practices. Bhutan must encourage conversations that separate cultural identity from harmful consumption. Refusing a drink should not carry stigma. Schools and community groups can play an important role by normalizing alternatives, promoting health literacy, and encouraging responsible choices from an early age. Media too can influence narratives, shifting the lens from celebration to caution.

Another dimension worth considering is collaboration with the business sector. Instead of perceiving stricter regulation as a threat, industries could be invited to participate in responsible practices such as labeling, awareness campaigns, or diversifying their offerings beyond alcohol. Partnerships of this kind have proven valuable in countries like Australia, where beverage companies supported initiatives on responsible advertising and contributed to harm-reduction campaigns.

Ultimately, Bhutan’s challenge is not about erasing tradition but about reconciling cultural practices with modern realities of health and safety. Alcohol may once have symbolized hospitality, but today it also represents preventable harm. The nation stands at a crossroads: either allow harmful use to deepen its grip, or confront it through firm policies, social reform, and sustained public dialogue.

The way forward is clear. Bhutan needs a comprehensive approach that integrates legislation, enforcement, community engagement, and education. By learning from global models, adapting them to local contexts, and committing to long-term change, Bhutan can protect its families, reduce preventable deaths, and ease the strain on its healthcare system. In doing so, it will affirm a deeper cultural value: safeguarding the wellbeing of its people.