This cross-sectional study focused on alcohol consumption according to gender, age, income, and schooling in Jequié, Bahia State, Brazil. The random sample consisted of 270 individuals over 14 years of age living in the urban area of Jequié from January to March 2010. Alcohol consumption was assessed using the Alcohol Use Disorders Identification Test (AUDIT). Of the total sample, 21.8% consumed four or more drinks on a typical day, 14.1% admitted having caused any harm after drinking, and 26.3% reported that someone had already suggested they should stop drinking. Forty percent of men had more than four drinks on a typical day, and 50.5% of young people drank frequently. Distribution of the variables was consistent with higher frequency and greater amounts of alcohol among men and young people. There was a large proportion of heavy episodic alcohol consumption. The study identified vulnerable groups that are still not addicted to alcohol, and that should be targeted for public health promotion and prevention policies.