The Latino population is an aggregation of several distinct subgroups: Mexican, Puerto Rican, Cuban, and Central and South American. Latinos are the most rapidly increasing ethnic group in the United States over the past decade and are the second largest minority community behind African Americans. The article examines several aspects of the use of alcohol by Latino males, including: ethnic and gender differences, acculturation and the masculine role, protective and risk factors, alcohol expectancies, development of culturally competent treatment services, and treatment recommendations. The article concludes that: (1) intervention programs must be based on the specific cultural and behavioral characteristics of each group; (2) the degree of acculturation to American culture by Latino males may have significant implications for the appropriateness of treatment approaches; (3) the delivery of alcoholism treatment to Latino males should not use a single factor approach; and (4) prevention and treatment programs need to address important gender and origin differences. Notes, references