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Prioritising a vision of long-term cultural change towards the creation of a ‘safer, healthier drinking culture’ represents a meteoric shift in Australian alcohol policy. Despite this articulation, sensible-drinking policy initiatives are constrained within an informational framework promoting alcohol unit warnings on alcohol vessels and standard drink guidelines. The aim of this research is to develop an understanding of the consumer culture of ‘sensible drinking’ by analysing young adult's constructions of credible identities and resistant motivations for manoeuvring within, and beyond, a culture where excessive drinking is the accepted norm. Using narrative theory approach, young adults' self-generated stories surrounding responsible consumption of alcohol are explored. Informants engage a resistance narrative to the dominant culture of intoxication and legitimise identity through construction of alternate subject …