This chapter illustrates how a multisectoral alcohol social change partnership engages a participatory collective intelligence approach to innovate solution opportunities for the wicked problem of alcohol. Collective intelligence offers an approach to engage dissensus across varied stakeholders and decision-makers, each with conflicting values and viewpoints of potential solution opportunities, by encouraging consensus-based logic and reflective negotiations to bring about a collective consciousness to address a complex issue. The chapter provides an overview of key arguments within alcohol social change and talks about collective intelligence as a collaborative methodology, innovating wicked problem solution opportunities. The strategic integration of the behavioural–ecological mapping process facilitated DrinkWise in adopting a more holistic view of behaviour change where the sociality of consumption is central to transforming behaviour and where individuals are viewed as actors in a complex market system. The chapter concludes with reflection on the participatory process harnessing dissensus to innovate alcohol social change.