The Cancer Society's medical director believes Aotearoa would be a better version of itself if Kiwis drank less alcohol.
Dr George Laking told AM Kiwis fear that life will have no joy if alcohol isn't involved.
"There's this kind of fear that the colour will go out of our lives and we will lose the joy in our life if people drink less."
He added there is so much more to life than alcohol.
"Alcohol is a depressant and a downer ultimately."
Dr Laking's comment comes after the society launched a campaign on Tuesday in a bid to educate Kiwis that like tobacco, alcohol causes cancer too.
He said Kiwis are unaware alcohol which includes small amounts, can increase the risk of developing at least seven cancers.
Watch the full interview above.
