Youngsters taught about sensible drinking by fathers at an early age
Fathers based in London are having the conversation earlier than dads in other regions, with over a quarter (27%) talking to their children when they are between seven and eight years old.
The poll of 1,000 dads also revealed:
- Dads in the North East (32%) and South East (25%) wait until their children are between 13 and 14 years
- Northern Irish dads leave it later – with half waiting until their children are in their teens
- Over a quarter of Scottish (26%) dads start talking to their children from the age of nine
- In the West Midlands, most children (46%) can expect to have the conversation between 9 and 12
- In Wales fathers are divided - over a quarter (28%) broach the topic when their children are between 9 and 10 years old, while one in five wait until their kids are almost 16
- London and Scotland are the only two UK regions in which most dads kick off conversations with children of ten and under
- Yorkshire and the Humber, East Anglia, East Midlands, the North West and South West fall in line with the national average - typically raising the subject with their 11-12 year olds.
Inge Plochaet, president AB InBev UK, said: “As the leading global brewer, we want to help shape a culture of responsible drinking in the UK – it’s part of our ambition to be the Best Beer Company in a Better World.
"That’s why we have signed up to the UK Responsibility Deal and made formal commitments to the EU Alcohol and Health Forum. However, when it comes to young people, research shows that it’s parents who have the real influence."
Siobhan McCann, head of campaigns and communications at alcohol education charity Drinkaware, said: “When it comes to alcohol, the more information your child has, and the earlier they get it, the better. Encouraging parents to talk to their children about alcohol and delaying the age of their first drink is essential to tackling the UK’s drinking culture.”
The poll was conducted by the AB InBev UK, to coincide with the company’s annual Global Be(er) Responsible Day.
OnePoll – commissioned by AB InBevUK – interviewed 1,000 dads in the UK with children under 18 between the 31st August and 6th September 2012.
