This article shows that attitudes towards and behaviours involving the consumption of alcohol in New Zealand have long been problematic. It provides an historical account of social, economic and legislative factors which have influenced the development of the New Zealand drinking culture. Accordingly, it tracks a combination of local and global alcohol-related influences and documents the interrelationships amongst these factors. In particular, it proposes that the liberalisation of alcohol licensing laws and advertising/sponsorship regulations, alongside the growth of the alcohol-based hospitality industry have promoted the normalisation of an alcohol-based leisure lifestyle. Against this backdrop, the growth of consumer culture , tertiary student culture and the New Zealand drug culture, along with the development of new alcohol products and the establishment of commercial and social-networking websites have conjointly enabled the growth of a culture of intoxication, which is characterised by drinkers intentionally drinking to intoxication and viewing this behaviour as socially acceptable.