The article describes the current situation of state regulation of the production and turnover market of alcoholic beverages. The results of application of the liberal model of the alcohol market organization are considered. There are shown data about changes in mortality rates connected with alcohol use, child alcoholism, accidents and injuries in motor vehicle accidents caused by drivers in the state of alcoholic intoxication. The necessity of toughening the conditions of production and

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... er of alcoholic beverages is grounded. The characteristics of authority measures on alcohol overuse reduction and prevention of alcoholism is given. The results of increasing the requirements for the production and turnover of alcoholic beverages are considered. Changes in the price, turnover and retail sales of alcohol products have been analyzed. In the article there are also considered the problems of illegal production and turnover of alcoholic beverages, the impact of social background on the abuse of alcohol products, the anti-alcohol campaign consequences in the economy of the regions. The article also gives a description of the measures taken to tighten the requirements for the production and turnover of alcohol products in the Kabardino-Balkarian Republic. The results of measures to limit the production and turnover of alcohol products for the regional economy are presented. It is also stated that there is a lack of reflection of the measures beeing taken to reduce the abuse of alcohol and prevent alcoholism in strategic planning documents.