Scholarship indicates that gender norms influence drinking behaviours, yet the consequences of this for health professionals and health promotion remains neglected. To address this gap, we discuss the implications of gender and alcohol consumption for Australian health promotion and practice. We convey how a more integrated public health approach, aimed at promoting healthy gender expectations and enhancing gender relations, is warranted. We also discuss how changing gender norms pose new challenges for health professionals. By confronting these contentious issues, this commentary helps the health sector consider innovative measures to combat alcohol-related harms.