Alcohol consumption is becoming an increasingly important social marketing target in the Asia Pacific region as recognition of the true cost to the community of alcohol consumption increases. This paper examines data from a national survey conducted by the Australian Bureau of Statistics to uncover differences in household expenditure on alcohol among various segments of the Australian market. Our analysis indicates that 58 percent of households reported spending a total of $9.41 billion on alcohol annually. The data revealed important differences in both propensity to spend money on alcohol and the proportion of total expenditure on goods and services among different demographic segments. Reported expenditure on alcohol had the greatest impact on household expenditure in those which were headed by a male whose occupation was of a lower social status and who was either born in Australia or came from an English-speaking background. These groups provide priority targets for media and message strategies.