A reassessment of the nature of alcohol addiction is starting to pique Big Pharma's interest. For years the industry has been lukewarm, assuming either that finding a cure for alcoholism is impossible, or else that the target market—homeless drop-outs, jobless bums and convicted drink drivers—would not make for great returns. Now changing western attitudes and cheap supermarket-supplied alcohol have made excessive drinking normal, including among the middle classes. Some experts predict the arrival soon of a new generation of drugs to help everyday drinkers.

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