Acceptance by the client of the label "alcoholic" is viewed by many practitioners as a prerequisite to alcohol abuse recovery. This study demonstrates, however, that the label is a highly stigmatized term associated with the skid row habitué. The 1956 American Medical Association acceptance of alcoholism as within the "purview of medical practice" was an important step for those who believed alcoholism could be destigmatized under the disease label. This study demonstrates that although the disease concept is widely held, the image of the term "alcoholic" remains highly stigmatized. These findings have implications for clinicians in the areas of labeling and the phenomenon of client denial.