Alcohol is a leading cause of death, disease and social harm in New Zealand, particularly impacting men, young adults, Māori, and people living in the most deprived areas of the country. One potential way to reduce the purchase and consumption of alcohol is to warn consumers of the health risks associated with alcohol, yet few countries have any text and/or pictorial warning label requirements for alcohol. In New Zealand, the minimum mandatory labelling for alcohol is '% alcohol content', and the number of 'standard drinks per bottle' are displayed on each alcoholic beverage. What impact would alcohol warning labels, such as those related to cancer, heart disease or mental health risk, have on the purchase and consumption of alcohol? We plan a series of studies (including a randomised trial) exploring consumers’ views and understanding of a range of alcohol warning labels and their likely impact on the purchase and consumption of alcohol.