Drinkaware said while the Chief Medical Officers’ guidelines state it is not safe to drink more than 14 units of alcohol per week, it defines those as consuming between 15 and 49 units (for men) and 15 to 34 (for women) as being in the ‘increasing-risk’ category.
The group added there are 8m people in the UK falling into the ‘risky drinker’ category despite its work in helping to reduce numbers since its founding in 2006.
Drinkaware chief executive Karen Tyrell said: “As we reflect on progress in our 20th anniversary year, we’ve seen substantial positive changes in drinking behaviour across the UK. People are drinking less often, average consumption is down and more drinkers are staying within the Chief Medical Officers’ low-risk guidelines. There’s a lot to celebrate here, but our work isn’t done.
“Of the 8m risky drinkers in the UK, 7m are drinking above the CMOs’ low risk guidelines but not at the very highest level of harm. This group represents a crucial opportunity for prevention, yet many don’t recognise their level of risk or routinely discuss their drinking with healthcare professionals.
Aligns with NHS plan
“By 2030, our shared ambition is to see 2m fewer risky drinkers in the UK. This new target has been developed with industry partners and stakeholders, and aligns closely with the NHS’s 10-year plan to focus on prevention and early intervention. Achieving it would bring real benefits to society, communities and public health.
“We know we can’t do this alone. That’s why we’ll continue working closely with our trusted partners and with Government to accelerate progress over the next five years and beyond.”
Sitting at the intersection of Government, public health, industry and communities, Drinkaware wants to make moderation in alcohol consumption the norm and reducing alcohol-related harm across the UK.
The latest data from the 2025 Drinkaware Monitor, which studies drinking habits in the UK via a survey, reveals more than 70% of increasing-risk drinkers do not think of themselves as a ‘problem drinker’ and almost two thirds have never completed an alcohol assessment.
Drinkaware said these challenges highlight the complexities of reducing alcohol harm and the need for collective action, with everyone having a role to play.
Three core goals
The strategy has been shaped through public engagement, expert consultation, industry partnerships and academic insight, and will be developed through three core goals:
1. Reinforcing moderation as a cultural norm
2. Providing people with the guidance and support they need to cut back
3. Working together to influence and accelerate shifts in moderation.
To reach its shared 2030 ambition, Drinkaware will scale up strategic partnerships, deliver behaviour change campaigns targeting increasing-risk drinkers, and expand best-in-class digital tools including its free Drinking Check, new service finder and MyDrinkaware App.
During the past three years, 1.8m people have completed the Drinking Check with 51% reporting positive behaviour change within four to six weeks, such as reducing consumption or increasing drink-free days.
Founded in 2006 by the UK Government, the devolved administrations and the alcohol industry, Drinkaware is funded by unrestricted voluntary donations from more than 120 organisations. These include UK alcohol producers, retailers, supermarkets, venues, restaurant groups and sports associations.
