The prohibition of alcohol in Islam was very significant in the spread of the religion, and influenced the culture of the peoples who converted to it. Despite this, there were several times when this law was blatantly violated, the feast where most of the Ummayads were killed contained large amounts of it, and Persia developed a thriving viticulture industry. Still, the fact remained, and I would like to ask, what if alcohol was permitted generally. While it is still prohibited during times like prayer or reciting Quran, in a mundane setting it is not strictly prohibited, although somewhat discouraged and seen as undesirable? How would this affect the development and trajectory of early Islam? What are the social, economic, and political changes? Could we see more conversions among peoples who didn't IOTL, such as the Vikings? I await your thoughts.