Britons exceeded drinking guidelines by 50% during December, according to new research by alcohol awareness charity Drinkaware.
With daily recommended drinking guidelines of two to three units for women and three to four units for men, the study found that both genders overindulged every day in December — men drank an average of 5.4 units a day and women drank 4.1. The tenth day was most popular for drinking.
Drinkaware's "What's Britain drinking his Christmas?" campaign generated 204,858 hits on the website,
The campaign enabled people to enter their drink consumption and found that Londoners had the highest daily consumption (6.8 per person), followed by the north-east (5.45) and Wales (5.15).
The south-east was most likely to stick to the recommended daily guidelines with an average of 4.4 units per person, followed by the East Midlands (4.6) and the West Midlands (4.75).
Chris Sorek, Chief Executive of Drinkaware, says: "There are certain times of the year when people drink more than they should and the festive season is one of those times," said chief executive Chris Sorek.
"Over Christmas and New Year we wanted to find out how much people were drinking and remind consumers that the long term effects of drinking to excess can last for much longer than Christmas."