Abstract
There is a need to readdress the provision of alcohol services in rural areas. Rural Wales is used as a source of examples of rural communities in which alcohol problems take their toll. The article considers definitions of 'rurality'; it examines the characteristics and changing features of 'the rural' in the new millennium, set against a background of national, regional and local development. Life in many rural areas of Wales can be characterised by upheaval, social division, isolation, poverty, deprivation, marginality and social exclusion, contrary to popular myths of 'the rural idyll'. We highlight the neglect of rural services in the wake of the development of urban provision. There is an urgent need to evaluate current rural provision, and to seek out methods and developments to match rural needs. Issues of concern are examined about problem drinking in rural areas of Wales and in other countries. The development of appropriate policies is explored. Particular features of rural services are discussed, including choice, publicity, geographical considerations, outpost/outreach, costs, working with social and cultural divisions, and confidentiality. In addition, staff management, training and supervision are considered.