The consumption of alcohol is increasing among youth. Targeting young audiences, advertisers portray beer and wine as joyful, socially desirable, and harmless. Producers are promoting new types of alcoholic beverages as competitors in the huge soft-drink market. Grocery and convenience stores and gas stations stock alcoholic beverages side by side with soda pop. Can Christians who are involved in this commerce be indifferent to the physical and moral effects of the alcohol from which they are making their profits?