The present study addresses previously neglected research areas among couples with normal drinking habits, namely control attempts and encouragement of drinking. In this study, semistructured interviews were conducted in 2001 with 27 individuals living in steady couple relationships in Helsinki. Forms of active social control of drinking were classified into four categories and were investigated on the dimensions of indirect-direct and mild-strong. Further analysis suggests that the form of control reflects the degree of individualization in relationships, at least when drinking is concerned. Later, the exploration of encouragement of drinking shows that the culturally crucial feature of the qualified drinker is the preservation of one's own will. Then, it is concluded that in a couple relationship, social control and encouragement of drinking are, above all, complementary. Finally, the significance of drinking's social control is not restricted to alcohol use only, and it is surprisingly great in couple relationships, especially in preventing deviant drinking behavior. Several factors are presented that contribute to the increase of social control's importance.