With baby boomers emerging into retirement, many choose assisted living facilities. The assisted living business is a fierce because of this growing population, and many are allowing the use of alcohol in their facilities to get an edge on the competition. This means cocktail hours and allowing alcohol to be stored in the rooms of the residents. While this is good for business, this privilege also has a dangerous side. According to Research on Aging, 69% of residents drank alcohol. Of these, 34% drink on a daily basis and 40% have their alcohol consumption negatively impact their health. Nursing homes are thus faced with choosing between protecting their residents and attracting customers.