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This study in alcohol consumption in Majengo sub-location in Nyeri County came in a time of public and government concern over increasing use of alcohol in Central Province. The main objective of this study was to examine the factors that lead to proliferation of alcohol consumption and its effect on the individual, the family and the society. This study was conducted because the age of drinkers has declined and the number of drinkers increased. This has resulted in increased irresponsibility of the drinkers thus perpetuating poverty in the area, and also increasing cases of deaths thus threatening the family unit.

Literature review conducted indicated that excessive alcohol consumption has negative effects on the individual, family and the society. In order to give a better understanding on alcoholism, two theories were used which are the Deviance and Social disorganization theories. The study used case study design and used both probability and non probability method of sampling. Both qualitative and quantative data collection were collected. Tools used for data collection included the questionnaire, interview guide and observation guide.

The study found out that alcohol consumption has increased with 94% of the household reporting to have one or more individuals taking alcohol and age decreasing with 40% of them taking their first drink when below the age of 18 years. The study found the following factors as predisposing individuals to excessive consumption of alcohol; cost/affordability, availability, idleness, peer pressure, stress reducer, and as a source of leisure. Its effects on individual, family and the society at large includes; increased poverty levels, separation/divorce, loss of jobs, poor performance at work, increased crime, inability to meet financial obligation, sickness, domestic violence and eventual death among other effects. Factors that motivated the uncontrolled production of alcohol include; availability accessibility and affordability of brewing materials, as a source of income, employment, legalization of Chang’aa manufacture and corruption and ineffective enforcement of the Alcoholic Drinks Control Act 2010 Act.

As measures taken; the study found out that the government, Faith Based Organizations, NGOs, CBOs and the community at large has been involved in fighting the vice.

In conclusion the study point to a high level of usage of alcohol,  making it a major socio-economic problem, with the age at which people start drinking alcohol declining and majority of drinkers taking alcohol every day. The study thus recommends that the government should ensure enforcement of the Alcoholic drink Control Act 2010, introduce Ant-alcoholic programs to be incorporated in the school curriculum, and the community to get fully involved in fighting the vice.