This study examines the determinants of alcohol consumption in Ghana. The focus is on cross-cultural, that is non-economic, factors such as religious background, ethnicity/tribal association and gender. These factors are found to be important, even if controlling for economic conditions. The policy implication is that cross-cultural factors should have a prominent role when developing future advertising and marketing campaigns related to alcoholic beverages on one hand and health policies and programs related to alcohol consumption and public health on the other hand.