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This paper seeks to examine the alcohol culture among young people between 20 and 25 years in Denmark. Binge-drinking is a reality, and research from Sundhedsstyrelsen shows, that this drinking culture has big consequences. Therefore, we are going to try and affect this culture. We wish to introduce the target group, to other ways of gratification. Therefore, we will inform the target group about quality beer. To do so, we will analyze the production of quality beer, by using the trinmodel. Hereafter we will perform a taste test, where the target group are introduced to quality beer.