Younger drinkers more influenced by education

03 October, 2007

Younger drinkers are more likely to change their drinking habits as a result of alcohol education than older drinkers, according to The Drinkaware Trust.

Of the 3,000 people questioned through the charity’s website between June and August, 65 per cent of 18 to 24-year-olds said they would change or consider changing their drinking habits after visiting the site, compared to 37 per cent of people over 66.

Overall, 59 per cent of people said they would change their attitudes towards drinking with men and women equally likely to cut down the amount of alcohol they drink.

However, the survey found that there were differing attitudes towards drink depending on where people lived.

Those living in Northern Ireland and the north of England came out as the most likely to change their attitudes towards drinking with 67 per cent and 63 per cent respectively saying they’d change, compared to 57 per cent in the south east of England and 40 per cent in Wales.

Drinkaware chief executive, Jean Collingwood said: “We are very encouraged by the positive results to date of this survey and especially by the responses from younger people. It would appear that we are reaching consumers and providing them with information that they find useful and in a format that they can relate to.”

Collingwood said suggestions made by visitors to the website meant the trust would be developing it and adding some new features.

“These will include a dedicated micro site for the under-18s, educational, interactive games, a greater range of branded drinks in the unit calculator to reflect different tastes and health based evidence, facts and figures to help consumers make better choices,” she said.

Bookmark this

Site Search


Hofmeister may need more than the bear essentials to succeed

So, George The Bear is back. It’s hard for some of us oldies to fathom, but there are those under, say, 40 who can’t actually remember Hofmeister and feel the cultural jolt supplied by the return of both the bear and the beer whose marketing campaigns it used to front.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know