Marketing

Third of spirits drinkers believe government campaigns on binge-drinking “exaggerated” – UK finding

Despite national campaigns by governments to educate young adults on the dangers of binge-drinking, it would appear that many people are ignoring such warnings when consuming the strongest alcoholic beverages.

A survey of nearly 11,00 UK spirit consumers by Canadean Consumer found that one in three believe that government guidelines on daily recommended levels of alcohol consumption for health reasons are exaggerated.

Moreover, there’s a direct correlation between this attitude and age with  and those aged 55-plus (25 per cent) the least.?

Unsurprisingly Canadean’s research shows that those aged 18 to 24 are also the most likely to drink five or more alcoholic beverages on a night out on a Friday and Saturday.

“Despite government attempts to curb excessive drinking, it would appear such campaigns are falling on deaf ears,” explains Michael Hughes, Research Manager at Canadean Consumer, “The fact that such a high proportion of young adults who drink high strength spirits believe such warnings to be exaggerated shows that the cost to the state dealing with the consequences of excessive alcohol consumption will continue to increase both in the short-term and the long-term.”??

He continues, “The results show a lack of understanding among consumers about the health implications of binge-drinking and a lack of awareness about recommended levels of alcohol intake. Younger adults need to be aware that such attitudes may have long-term effects on their health and shows that the industry needs to do more to promote responsible drinking”.??

As MPs and health groups continue to push for tighter controls on the activities of alcoholic beverage manufacturers, greater attempts need to be made by manufacturers to push the message of responsible drinking to reduce the chances of governments imposing restrictions on their activities in order to get their message through to drinkers.

Those aged 18 to 24 are the most likely to believe that Government campaigns on binge-drinking are exaggerated.Those aged 18 to 24 are the most likely to believe that Government campaigns on binge-drinking are exaggerated.

 

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