In May 2012, Scotland passed the Alcohol (Minimum Pricing) Bill. A new report in Social Science and Medicine examines the dynamic interplay between alcohol industry and advocacy claims-makers in this campaign. The study offers several lessons for promoting policies in the media. First, it may be useful to shift focus away from young binge drinkers and heavy drinkers, towards population-level over-consumption. Secondly, advocates might focus on presenting the policy as part of a wider package of alcohol policies. Thirdly, emphasis on the success of recent public health policies could help portray the UK and Scotland as world leaders in tackling culturally embedded health and social problems through policy.