Introduction. The consumption of alcoholic beverages by the population continues to remain at a high level, despite the implementation of certain preventive measures. It is important to assess the prevalence of alcohol consumption and the opinion of the population on government measures to reduce it at the regional level. Purpose: to determine the nature of the consumption of alcohol containing products by residents of the Krasnoyarsk Territory and their attitude to government measures to limit its sale. Material and methods. Medical and sociological research was carried out by a continuous sample method, representative of gender and age. The on-line survey involved 1212 residents of 46 municipalities of the Krasnoyarsk Territory aged 18 to 65 years. The results of the study were evaluated based on the calculation of the representativeness and reliability error using the t test for relative values and the Fisher test. Results. According to the survey of residents of the Krasnoyarsk Territory, it was determined that 80.4% of respondents consume alcoholic beverages. Among men, 50.0% drink alcohol several times a month and more often. 77.0% of women drink alcohol only a few times a year or not at all. Men in most cases prefer beer, vodka, cognac, and women prefer wine and champagne. The main consumers of alcoholic beverages are people aged 25 to 55 years. Only 23.5% of respondents expect the effect of government measures to restrict the sale of alcohol. At the same time, among people under 35 years old, there were 31.4-33.8% of them, while among older ages only 10.8-16.1%. 54.7% of respondents believe that these measures are ineffective and in the future are not able to significantly change the attitude towards the consumption of alcoholic beverages. Discussion. The findings suggest a wide prevalence of alcohol consumption. Existing government measures to reduce alcohol consumption are not effective enough. It is necessary to develop measures differentiated according to gender, age and the nature of alcohol consumption. Restrictive measures for the sale of alcoholic beverages by age, time and place of sale, etc., together with the expansion of opportunities and recreation and leisure areas, an adequate information policy, will be able to form a different attitude of a significant part of the population to alcohol and achieve a decrease in its consumption. Conclusion. The high level of consumption of alcoholic beverages by the population and the low effectiveness of preventive measures require a comprehensive solution of issues at the state and regional levels. It is necessary to increase the health literacy of the population on the preservation of health and harm from alcohol consumption.