\" \" The alcohol industry in England relies heavily on big drinkers to make sales. But it would almost certainly spell disaster for the alcohol sales industry, which relies on heavy drinkers for prosperity. Advertisement\"We estimated the proportion of alcohol sales revenue accounted for by drinkers above guideline levels, and how this varies between different beverage and retailer types. They discovered that 68 percent of total alcohol sales revenue can be attributed to people who drink above guideline levels. \"If all consumers reduced their drinking to within guideline levels, alcohol sales revenue could decline by 38 percent (£13 billion),\" they write in the study.