Taking pleasure seriously: Should alcohol research say more about fun?

There is strong case for more attention to pleasure in public health-oriented alcohol research. Key to this is the further development of interdisciplinary perspectives and mixed-methods research. This brings both conceptual and methodological challenges, many of which remain unresolved; however, bringing these issues to the surface may enable greater clarity on both normative principles (including arguments against research engaging with pleasure) and practical questions concerning the design of research and analysis in this area.