Drinking trends SERVINGALCOHOL.COM
OLDER DRINKERS TARGETED IN DRINKAWARE FIVE-YEAR PLAN
26th June, 2017 by Lauren Eads
UK alcohol charity Drinkaware has launched a new five-year strategy, with growing levels of
alcohol abstinence among the young prompting it to shift its focus toward the prevention
of harmful consumption among older drinkers.
Older drinkers are now the primary target for alcohol charity Drinkaware
Changing consumption habits, notably declining
total alcohol sales among the young,
have seen the charity alters its strategy.
According to the charity, alcohol sales have been
total alcohol sales among the young,
have seen the charity alters its strategy.
According to the charity, alcohol sales have been
in significant
decline since their peak in 2008, with thatchoosing to abstain from alcohol increasing to around 11-17% of the adult population.
decline since their peak in 2008, with thatchoosing to abstain from alcohol increasing to around 11-17% of the adult population.
Under-age drinking is also in decline, with the number of 11-15 year olds saying they have
drunk alcohol in the last week now 8% – a 10-year low.
drunk alcohol in the last week now 8% – a 10-year low.
Consequently, it on the older generation that the charity now feels its efforts to communicate
the harmful impact of excessive drinking is better spent.
the harmful impact of excessive drinking is better spent.
Reducing the number of older drinkers consuming above the chief medical officers’
guidelines on alcohol consumption, which was lowered to 14 units a week in January 2016, together
with the provision of information and advice and engagement with consumers, are the three goals
underpinning the charity’s five-year strategy.
guidelines on alcohol consumption, which was lowered to 14 units a week in January 2016, together
with the provision of information and advice and engagement with consumers, are the three goals
underpinning the charity’s five-year strategy.
“Drinking culture and habits in the UK have shifted significantly over the past five years and our
new strategy reflects these changing currents,” said Drinkaware chief executive Elaine Hindal.
new strategy reflects these changing currents,” said Drinkaware chief executive Elaine Hindal.
“People are seeking information and advice in new ways and are increasingly looking for personalized
help, support, and advice about alcohol and its relationship to their health and wellbeing.
help, support, and advice about alcohol and its relationship to their health and wellbeing.
“Our five-year strategy is based on an in-depth understanding of consumer behavior as well as building
on our considerable progress over recent years. It provides clarity both for us and for our funders
and partners, whose engagement and support will be vital in helping us to meet our goals by 2022.”
on our considerable progress over recent years. It provides clarity both for us and for our funders
and partners, whose engagement and support will be vital in helping us to meet our goals by 2022.”
The charity’s ‘Have a Little Less, Feel a Lot Better’ campaign is currently underway targeting men
aged 45-65 who drink frequently, primarily at home, and who are disproportionately at risk of
alcohol-related health harms, alongside its ‘You wouldn’t be sober, You shouldn’t be drink’ campaign.
aged 45-65 who drink frequently, primarily at home, and who are disproportionately at risk of
alcohol-related health harms, alongside its ‘You wouldn’t be sober, You shouldn’t be drink’ campaign.
Its Drinkaware Crews, a program launched to train and equip staff in the night-time economy is
now operational in 13 local areas and is set to expand between now and 2022, targeting people
who are more likely to binge drink. servingalcohol.c
now operational in 13 local areas and is set to expand between now and 2022, targeting people
who are more likely to binge drink. servingalcohol.c
Drinkaware has also launched Drinkaware for Education, a free resource for teachers in primary
and secondary schools, and an e-learning course to help employees identify and support customers
at risk of alcohol harm.
and secondary schools, and an e-learning course to help employees identify and support customers
at risk of alcohol harm.
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