The main obstacle for people with an alcohol problem to seek help is the stigma attached to alcohol problems and alcohol treatment. Seeking help in primary health care is less stigmatised. Alcohol dependence is mostly of mild or moderate severity and can consequently be managed by non-specialists to a large extent. The 15-method is a structured stepped care model with evidence-based components, where interventions are matched to patient need. The first step, to recognise the impact of alcohol on health, should be mastered by all health professionals.