Eastern Bhutanese culture is distinctive in its high alcohol consumption in relation to other parts of Bhutan. Ara, the traditional alcohol of Bhutan, is most often home made from rice or maize, either fermented or distilled. It may only be legally produced and consumed privately. Ara production is unregulated in method and quality. Its sale has been prohibited in Bhutan and enforced since a severe crackdown. However, because Ara returns far more profit than other forms of maize, many Bhutanese farmers have pressed for legal reform.