Potency describes the strength or concentration of effect of a substance, whether a drug, medicine, alcoholic drink, or chilli pepper. In pharmacology it has a precise meaning: the dose required to produce a given effect, with more potent drugs needing smaller doses, distinct from efficacy, the maximum effect achievable. In food contexts the term is looser: the potency of a spirit is its alcohol content, of a chilli its capsaicin level, of a supplement the amount of active ingredient per dose. Standardising potency matters for safety and consistency, from the labelled alcohol by volume on drinks to the standardised extracts in herbal products that guarantee consistent active levels. Consumers sometimes confuse potency with quality, but a more potent product is simply stronger, not better, and strength without control is a hazard.