This talk will explore how men and women use alcohol to express their gender identities. The meaning of drinking also varies across the lifecourse: for young people, drinking may allow them to try out different identities both online and offline, while in midlife, drinking may provide a space for ‘me time’ and reconnection with authentic selves. The presentation will also highlight how the alcohol industry uses these strong connections with identity to market their products (see Twitter campaign #dontpinkmydrink for examples).