In recent years, public health campaigns have extensively highlighted the dangers of smoking, unhealthy diets, and sedentary lifestyles. However, one significant risk factor for breast cancer often remains under the radar: alcohol consumption. Understanding the intricate link between alcohol and breast cancer is crucial for women as they navigate their health choices.Breast cancer is the leading site of cancer in Indian women as per the National Cancer Registry Programme of India.Scientific research has established a clear association between alcohol consumption and an increased risk of developing breast cancer. Women who consume alcohol have a higher risk of breast cancer compared to non-drinkers, with risk levels rising with the amount of alcohol consumed. Compared to women who don’t drink at all, women who have three alcoholic drinks per week have a 15% higher risk of breast cancer.Experts estimate that the risk of breast cancer goes up another 10% for each additional drink women regularly have each day. Teen and tween girls aged 9 to 15 who drink three to five drinks a week have three times the risk of developing benign breast lumps. The risk doesn’t stop there. Following cancer diagnosis and treatment, consuming three to four alcoholic drinks or more per week after may increase risk of breast cancer recurrence, particularly among postmenopausal and overweight women.Alcohol can influence breast cancer risk in several ways. Primarily, it increases estrogen levels in the body, a hormone closely linked to the development of breast cancer. Higher estrogen levels can stimulate the growth of breast cancer cells. Moreover, alcohol consumption involves the metabolism of ethanol into acetaldehyde, a metabolite that causes DNA damage and mutations that potentially result in cancer. It can also lead to oxidative stress, and prevents absorption of essential vitamins and minerals in our body; further contributing to cancer development.Social norms and marketing strategies often highlight the benefits of drinking wine and its heart health related effects, normalize and even glamorize drinking. However, awareness about the associated health risks, especially breast cancer, lags behind these trends. According to a recent study, only 21% of women across 14 European countries were aware of the connection between alcohol consumption and the risk of developing breast cancer. The numbers are even smaller in India.While abstaining from alcohol is the most effective way to eliminate this particular risk, even reducing consumption can significantly impact overall breast cancer risk. The U.S. Centres for Disease Control and Prevention (CDC) recommends that women who choose to drink should do so in moderation, defined as up to one drink per day.Health warning labels that inform consumers about cancer risks are a standard practice for tobacco products. Considering that both alcohol and tobacco, have been classified as Group 1 carcinogens by the International Agency for Research on Cancer since the 1980s, it appears that there are several lessons to be learned from tobacco control. Women across the globe have the right to know about the link between alcohol and cancer, especially breast cancer, so that they can make informed and healthier decisions.As research evolves, so too should our strategies to combat this pervasive disease, ensuring that women have the knowledge and tools to protect their health.