Mid-life drinkers focus of alcohol moderation campaign

By Emily Hawkins contact

- Last updated on GMT

Keep going to the pub: Drinkaware stresses its latest campaign will not dissuade people from visiting the on-trade
Keep going to the pub: Drinkaware stresses its latest campaign will not dissuade people from visiting the on-trade

Related tags: Drinks industry

Alcohol education charity Drinkaware has called on the pub trade to encourage drink-free days, as it focuses on mid-life drinkers in a new campaign.

In the next phase of its Drink Free Days campaign, the charity has highlighted those aged between 40 and 64 as the group most at risk of alcohol-related health harms.

While 85% of mid-life drinkers agreed cutting down was a good way to improve their health just under half (49%) had tried, according to research from YouGov for the charity.

The charity wants to encourage drinkers to take ‘‘No Alcoholidays' but make it clear that a drink-free day doesn’t have to mean a pub free day.

Its research found that many drinkers in this age group would be happy to drink smaller quantities of alcohol or drink low-and-no alcohol products. 

A third of mid-life drinkers said they would drink smaller glasses of wine or bottles of beer to reduce their alcohol consumption.

Just under a third (29%) said they would try a low-alcohol product and one in five a non-alcoholic one.  

Drinkaware chief executive Elaine Hindal said: “As our research shows, there is a gap between many mid-life drinkers’ association with the health benefits of cutting down on their drinking and their actions. 

“Our aim is to provide encouragement and strategies, through Drink Free Days, to help more people to reduce their drinking, and improve their health and wellbeing.”

Options for abstainers

The core of the campaign will be radio and digital adverts but pubs have been encouraged to promote it to staff and customers too with posters. 

Pubs can also help by offering a range of alternatives to alcoholic drinks and serving drinks in smaller quantities.

Hindal added: “The research also points to some simple measures that licensees can take to help customers who want to cut back, such as offering a good selection of no-and-low alcohol drinks, and providing a range of smaller beer bottles and wines in a 125ml serve.  

“We'd also encourage pubs to display our Drink Free Days poster.

“Drink-free days don't have to be pub-free days, and with a growing number of consumers cutting down or cutting out alcohol, licensees need to provide an enjoyable experience for all their customers, whether or not they’re drinking.”

The charity found many drinkers feel under pressure to meet social expectations​ when out drinking with friends, with research stating that some 34% drank more than intended because they did not want to be impolite and refuse a drink.

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