The paper analyses risk behaviour as described by a group of convicted drink-drivers. Risk assessment
is seen as a part of a complicated process reflecting moral values in specific socio-cultural
settings and within a specific framework of time. The respondents’ retrospective accounts of their
drink-driving are interpreted as part of moral identity negotiations, focusing on four dimensions:
drink-driving as non-voluntary behaviour, drink-driving as strategic behaviour, drink-driving and
control, and drink-driving and ‘normalcy’. Central to these negotiations is the fact that many
respondents come from social environments (be that friend groups or workmate groups) where
drink-driving is common and that they therefore do not regard—or did not regard—drink-driving
as deviant behaviour.