91% of drinkers use moderation techniques despite rise in binge drinking

Government-formed alcohol charity Drinkaware said the record number of 91% of drinkers – equivalent to around 42m people – say they are using techniques to moderate their alcohol intake, up from 87% in 2025.

The most common moderation strategy is taking drink-free days during the week, with the method being adopted by 71% of drinkers, according to the charity’s 2026 Drinkaware Monitor.

Drinkaware told The Morning Advertiser: “The growth in use of moderation techniques may also be changing how consumers engage with the on-trade.

“Two in five drinkers (39%) say they are visiting pubs and bars less often than they did 12 months ago. This rises to almost half (48%) among those who have tried to reduce their alcohol consumption during the past year. This poses an opportunity for venues to attract and retain consumers by expanding choice and improving visibility of low & no alternatives. This could encourage moderation while maintaining a sense of occasion.”

Bank holiday offers opportunity

However, weekly binge drinking has increased during the past 12 months. Some 13% of all drinkers, an estimated 6.3m people in the UK, reported binge drinking at least once a week in the past 12 months, up from 11% in 2025.

The monitor found the proportion of drinkers who typically consume four units or fewer decreased from 71% to 67% while the number who typically consume seven or more units in a drinking session increased from 14% to 17%.

In the UK, binge drinking is defined as consuming eight or more units of alcohol in a single session for men and six or more units of alcohol in a single session for women. For perspective, 3.5 pints of 4% ABV beer is equal to eight units as is 2.8 pints of 5% ABV beer.

When it comes to moderation, the use of low & no alcohol options is also continuing to grow. Almost half of drinkers (48%) are consuming these products as a way to moderate their drinking, up from 44% in 2025, and one in four (25%) drinkers are choosing low & no products in pubs, bars and restaurants more often than they were 12 months ago.

Drinkaware said with a bank holiday weekend approaching (28-31 August), the monitor’s findings present an opportunity for hospitality businesses to support consumers during one of the year’s key social occasions. Making low & no alcohol options more visible and easier to choose, alongside practical tools that support moderation, can help people enjoy social occasions while making choices that work for them.

Good for future of pubs

Admiral Taverns CEO and trustee of Drinkaware Chris Jowsey said: “What we’re seeing in our pubs reflects many of the trends highlighted in Drinkaware’s new research. Customers still want to go out, socialise and enjoy the pub, but they’re increasingly looking for greater flexibility in how they drink.

“Moderation doesn’t mean people want to miss out on the occasions they value. The opportunity for us and the wider industry is to make sure customers have choices that suit them, whether that’s a traditional pint, a low & no alcohol option or alternating between the two.

“Ultimately, pubs are places where people come together and giving customers more choice allows them to enjoy that experience in a way that works for them. That’s good for consumers and good for the future of the pub trade.”

Drinkaware director of commercial development and relationships Nick Terry added: “It’s encouraging to see that use of moderation techniques is on the rise, and the growing popularity of low & no alcohol products shows consumers increasingly value greater choice and flexibility in how they drink. However, this year’s monitor suggests moderation is not always consistent across every occasion.

“We will continue collaborating with our existing and new partners across retail, hospitality, sport and community settings, to make moderation more visible, relevant and accessible. By supporting people at the moments when they are most likely to engage in risky drinking behaviours, together we can help foster a balanced relationship with alcohol while ensuring social occasions remain enjoyable.”