Alcohol is an addictive substance that is integrated and normalized indifferent cultural contexts, and therefore has different forms of social representation. These have evolved significantly over the years, as evidenced by the changing consideration of alcohol as avice to a disease in developed societies over the last fifty years. Social representation is considered to be a way of building and interpret in reality and of integrating collective beliefs. However, a leitmotif exists in societies that have traditionally consumed alcohol, characterized by a great permissiveness that leads to increased consumption. We have reviewed some works that analyze these issues and in conclusion, we point out that social representation is a modifiable construct that may be used as a preventive action in alcohol consumption in thegeneral population and more specifically, in experimental consumption amongst young people.