Drinkaware campaign highlights growing position of the home as a drinking environment
Eva Osborne
Drinkaware, the national independent charity working to prevent and reduce alcohol misuse, has launched its Christmas campaign ‘Measure Don’t Guess’ to encourage moderation when socialising at home over the festive period.
The initiative highlights the importance of accurately measuring alcohol servings at home, where the majority of adult drinking occasions now take place.
According to the recently published Drinkaware Barometer 2024, 39 per cent of adults who drink are interested in monitoring and adapting their relationship with alcohol.
This year’s findings also reveal the growing centrality of the home as a key drinking environment:
Almost one-third (32 per cent) of adults who currently drink now report that drinking alone at home is their most common drinking occasion (at least once a week).
This is followed closely by 30 per cent who drink with family or housemates over mealtimes and 27 per cent who drink with a partner or housemate outside of mealtimes.
Additionally, 45 per cent of adult drinkers are more likely to drink at home now compared to the past 12 months, up from 38 per cent in 2023.
To help ensure that people are making informed choices about their alcohol intake, Drinkaware is encouraging people to follow the simple rule: ‘Measure, Don’t Guess’.
The charity said it is easy to overpour alcohol, especially when pouring for yourself or others during social gatherings, and this can unintentionally exceed recommended drinking limits.
The HSE low-risk weekly guidelines for Women are less than 11 standard drinks (110g pure alcohol) spread out over the week, with at least two alcohol-free days, and for Men, less than 17 standard drinks (170g pure alcohol) spread out over the week, with at least two alcohol-free days.
The HSE also advises drinking no more than six standard drinks on any one occasion; this equates to binge drinking. The HSE low-risk weekly guidelines are for adults. There is no safe amount of alcohol for children and young people under age 18.
Chief executive of Drinkaware, Dearbhla O’Brien, said: "The festive season should be a time for joy and connection, but it’s also a period when drinking can easily get out of hand—especially when socialising in homes, where people are less likely to measure their drinks accurately.
"Our ‘Measure Don’t Guess’ campaign encourages people to take small, practical steps to ensure that if they are consuming alcohol, they are aware of how much they have had so they can enjoy their festive celebrations."
