This paper provides a critical review of the relapse process as traditionally defined within the medical or "disease" model of alcoholism. A detailed case study of a relapse is presented, as seen through the eyes of one alcoholic client. The sequence of events in this case study is used to illustrate the theoretical and experimental literature reviewed in later sections of the paper. Highlights of the medical model of relapse are then presented, with particular attention devoted to the key concepts of craving and loss of control. Following a critical review of this traditional approach, an alternative explanation of the relapse process is offered, drawing upon social learning theory and recent behavioral investigations of alcoholism and social drinking. Finally, the implications of this alternative analysis for the prevention and treatment of the alcoholic relapse are discussed. (Author)