If drinking moderately could help you live longer, you'd want to know that wouldn't you?
It seems to me that the drinks industry has been too afraid to talk about the benefits of drinking for too long and the debate has become skewed.
So much so that when the chief medical officer, Professor Dame Sally Davies, recommended new drinking guidelines stating (among other things) that there is "no safe level of alcohol," they were accepted by the UK government this summer.
It flies in the face of much of the evidence and finally the industry has had enough.
Pernod Ricard boss Denis O'Flynn voices the frustration of many in the industry when he says:
"We take very serious issue with this statement (which) does not take international and domestic evidence into account."
It's not just those of us in the industry who find the statement jarring, either.
A YouGov survey of UK adults found that more than half disagreed with that idea, and a similar survey of GPs commissioned by CAMRA found that the majority of those also believe moderate alcohol consumption can be part of a healthy lifestyle.
Most likely the reason they think this is because actual science tells us so.
"Overall our studies have led us to conclude for most people drinking in moderation is better for their overall mortality rate than not drinking at all," says Professor Ramon Estruch, an recognised expert on the matter.
And he's not the only scientist to have said so, there are many – too many to quote here.
So we welcome the newly formed Alcohol Information Partnership. Funded by eight of the biggest wine and spirits companies, it aims to ensure a more even sided debate around safe levels of drinking. And that's all we want - some balance.
If for nothing else than because people should be allowed the full facts on which they can base an informed choice, which for most of us (if we take into account current evidence) means choosing to drink rather than to abstain entirely.