The study is based on a combination of quantitative (confidential self-report questionnaire to 721 13-to 16-year-old youths) and qualitative methods (extensive observational field work with three street-drinking networks and 55 semistructured interviews with young drinkers) in one region of northwest England. The study focused on the accounts of youth as to what, where, and why they drink and the impact of the drink industry's marketing of strong, smooth-tasting, image-laden designer drinks, including alcopops. This study, consistent with similar studies, found that the heaviest young drinkers were also likely to use readily available illicit drugs and tobacco as part of a psycho-active repertoire. The youths in this study purposely sought a "buzz" (intoxication) from these psycho-active repertoires that they framed as a consumption decision. With this profile of apparent hedonistic/functional consumption now being found even in conventional, conforming youths, this paper argues that policy initiatives as well as theoretical explanations should adjust to "post-modernity" so that such consumption can be better socially managed. 6 tables and 36 references