A single dose of ethanol, 0.4 g/kg body weight, was found to give a 5-15 fold increase of the plasma concentrations of 7 alpha-hydroxy-cholesterol and 7 alpha-hydroxy-4-cholesten-3-one in humans. The rise was maximal 4 h after ethanol ingestion, was dose-dependent and was not seen in a cholecystectomized subject. The effect was selective for these and some other 7 alpha-hydroxylated C27-intermediates in bile acid biosynthesis. The changes are compatible with an acute stimulation of cholesterol 7 alpha-hydroxylase possibly due to an ethanol-induced inhibition of gallbladder contraction resulting in an interruption of the enterohepatic circulation of bile acids. The effect is of interest in relation to the influence of ethanol consumption on cardiovascular and gallstone diseases.