European alcohol industries are large and globally dominant. They thus have interests at multiple levels, beyond Europe as well as within it. In the interest of protecting sales &/or profits, they demand to be at any relevant policy table, and share common interests which are often opposed to public health. Various arenas and mechanisms of action by the industry are considered. Only occasionally do processes of pressure and influence in political arenas become visible; several examples of indirect methods (co-optation) and of direct application of pressure are considered. Observations are offered on the differential strength of alcohol industries in European countries, on industry influence in international venues, on the possible convergence of social aspects organizations and trade bodies, and on factors increasing and decreasing industry power.