While Australian alcohol consumption continues to remain high by world standards (WHO, 2011), recent national statistics show a polarisation in drinking patterns. Australians overall are drinking less in 2010 as compared with 2007 and young Australians, particularly those under the legal drinking age, are choosing to delay onset of their first alcoholic beverage (AIHW, 2011a). Nonetheless, these positive trends are accompanied by continued high levels of sessional consumption. The number of Australians consuming alcohol in risky quantities has increased from 3.5 million in 2007 to 3.7 million in 2010, with one in three 18-29 year olds more likely than other age categories to drink at risky levels regularly (AIHW, 2011b). Male risky drinking outnumbers that of females (i.e.: more than 2 standard drinks a day), however risky drinking behaviour among young adult females is trending upwards (AIHW, 2011b). Consequently, alcohol consumption among Australians, particularly young adults, remains a key concern for public health, policy makers and researchers. Extant literature discusses the problematic associations of binge drinking, the normalised practises around heavy drinking, and the extent to which binge drinking is prioritised as a consumption experience among young adults (Hutton 2012; Lyons & Willott 2008; Szmigin et al., 2008). Less well understood within alcohol research are the contexts and consequences that influence young adult preferences for drinking responsibly. Critically, little attention has been directed towards understanding how individuals transition from risky drinking to responsible levels of consumption. Through the lens of social practice theory the objective of this case study is to leverage insight into approaches and practices consumers engage to co-create their own responsible drinking, and the role of the social collective in sustaining behaviour change practices. The context is Hello Sunday Morning (HSM). HSM is an online community space originating in Australia where individuals share, through blogging, their experiences of enacting behavioural change and responsibility for changing their own drinking behaviour.