THIS is a report on an inquiry into the possible effect of advertising on total demand for alcoholic beverages in the UK. The reported research used multiple-regression techniques to estimate the statistical relationship between demand and advertising. The empirical work uses UK annual data over the period 1956-75. There is in existence a number of empirical studies that have used regression techniques to analyse the determinants of total demand for alcoholic beverages, or for a type of such beverage. Some limitations im- portant in interpreting the results of these studies are discussed in Osterberg [9], which also contains a review of some of this earlier work. Since the studies relate either to a geographical area other than the UK, or to an earlier time period than the one chosen here, or do not select advertising as one of the variables related to demand an extensive review of this literature is omitted from this report.