We employ Giddens' structuration theory to gain insights into the interaction between upstream/midstream and downstream social marketing perspectives. This is conducted through thirteen phenomenological interviews with informants who stand outside of the practice of alcohol consumption through their voluntary engagement in one month of sobriety. Our study identifies the 'modalities' located at the intersection between individual actions and the institutions of alcohol. By identifying these 'modalities', we conceptualise social marketing in interaction, which incorporates the institutional orders of domination, signification and legitimation, and the individual actions of power, communication and sanction. Specific domains of interventions are identified, namely marketplace offerings and promotional techniques, social grouping and positional status and rituals and traditions, through which social marketers can enact social change.