Millions more people will be classed as dangerous drinkers after the Government announced it is changing the way it estimates alcohol consumption.
The Office of National Statistics announced yesterday that it was changing the method it uses to estimate alcohol consumption to reflect increases in alcoholic strength of drinks and the larger measures they are served in.
If the updated method was applied to the General Household Survey of 2005 the average weekly alcohol consumption would jump by a third from 10.8 units to 14.3.
"Whilst the ONS report is not based on any change in individuals' drinking habits, it highlights the importance - for Government, industry and others - of continuing to make drinkers aware of alcohol units and reminding people how units relate to responsible drinking," said Diageo head of social responsibility Kate Blakeley.
"New data is always useful but more importantly, this must be turned into action.
"Diageo has a firm focus on alcohol unit campaigns. Our current activity with Tesco means that 17 million adults will see unit messages in its stores every week.
"We are in our third year of running a creative unit awareness campaign for students across UK universities. We also provide unit information and responsible drinking reminders on the labels of our products."