By Rahul V Kumar*
The answer/s to the first question is ambiguous. There is no single purpose but health is often highlighted as a concern. This has been more or less fed into our conscience through scattered bits of information, anecdotes from the lives of others and a lot of data assembled and collected by the state from its own retail outlets. The biggest advantage for the government of Kerala is that no single individual has ever been able to systematically examine the veracity of these numbers and stories. Chronic cases of addiction are often highlighted as anecdotal evidences; and individuals feel they have enough evidence in these cases to know the trouble with alcohol. When the government sets moral agendas through systematic campaigns and media outreach it becomes all the more difficult to successfully challenge it. It is notable that the campaign against liquor is largely run by politicians and government departments.