Since 1991 Big Alcohol lobbying has resulted in California losing $1.8 billion in revenue. A simple inflation adjustment and a nickel a drink increase on beer and wine would generate an additional $641.7 million in 2013-2014, and $8.22 billion through 2023. Adjusting alcohol taxes is a sensible and fair way to address the State's looming budget deficit. Higher alcohol taxes are also sound public health policy. They are passed on to consumers, resulting in higher retail prices and reduced consumption. Reduced consumption will reduce the annual catastrophe of $38 billion in alcohol-related harm in California. It's time to tell California's elected leaders to stop the Big Alcohol subsidies, adjust the excise tax, increase revenues, and stem the tide of alcohol-related harm in the state.