Background : While primary health care-based prevention and management of heavy drinking is clinically effective and cost-effective, it remains poorly implemented in routine practice. Systematic reviews and multi-country studies have demonstrated the ability of training and support programmes for healthcare professionals to increase primary health care-based measurement and brief advice activity to reduce heavy drinking. However, gains have been only modest and short term at best. WHO studies have concluded that a more effective uptake could be achieved by embedding primary health care activity within broader municipal-based support. Methods : A quasi-experimental study will compare primary health care-based prevention and management of heavy drinking in three intervention municipal areas from Colombia, Mexico and Peru with three comparator municipal areas from the same countries. In the implementation municipal areas, primary health care units will receive training embedded within ongoing supportive municipal action over an 18-month implementation test period. In the comparator municipal areas, half the units will receive training, and the other half will continue with practice as usual. The primary outcome is the proportion of the adult population (aged 18+ years) registered with the unit that has their alcohol consumption measured. Return-on-investment analyses and full process evaluation will be undertaken, coupled with an analysis of potential contextual, financial and political-economy influencing factors. Discussion : This multi-country study will test the extent to which embedding primary health care-based prevention and management of heavy drinking within supportive municipal action leads to improved scale-up of more patients having their alcohol consumption measured, and subsequently receiving appropriate advice and treatment.