Festive Drinking Patterns

Background

The festive period (1st December to 1st January) is often regarded as a time for celebration, as well as over-indulgence in food and drink, including alcohol. Drinkaware would like to raise awareness of the over-indulgence in alcohol and uncover the UK’s drinking behaviours during the festive period. With this aim, Drinkaware commissioned a survey with OnePoll in November 2024 - the results of which are presented below.

Data

The survey was conducted online between the 11th and 18th November and is
representative of all adults in the UK (aged 18+). Quotas based on the 2022 UK mid-year population estimates were used to achieve a nationally representative sample. The total sample size was 2,300 adults including 2,028 drinkers. The festive period was defined as December 1st to January 1st. Any differences reported between groups in this report are statistically significant to at least a confidence level of 95% (i.e. p less than 0.05) unless otherwise stated.

Key Findings

Festive Season Intentions

·    Overall, the festive season appears to be a time for increased alcohol consumption with almost two-thirds (64%) of drinkers intending to drink more, in this period, than they usually do throughout the year. This may partly be because just over half of drinkers intend to have more spontaneous drinks over this period and 45% intend to have fewer drink-free days.

Christmas day drinking

·    More than half (57%) of UK drinkers are likely to binge drink on Christmas day, rising to 75% among 18- to 34-year-olds. Wine appears to be the most popular choice on December 25th with three-quarters (75%) of drinkers consuming at least one medium-sized glass (175ml), followed by single measures of spirits (56%) and pints of beer (43%). 

      Festive work parties

      More than half (60%) of employees will be having a festive work party in 2024. Two in five (41%) employees say their festive work party will include alcohol while 19% say it won’t. Most (78%) of these parties will involve a pub, bar or restaurant and over three in five (62%) employees having a party with alcohol say they believe alcohol will have a positive effect on their party. 

      Festive drinking pressure

·    Colleagues are a significant source of increased pressure to drink over the festive period with almost one in five (18%) UK employees always or often experiencing more pressure to drink from this group than they typically do. The next most common cause for increased pressure to drink during the festive period among all UK adults is friends (16%) which rises to 31% among 18 to 34 year olds. One in 10 UK adults experience more pressure to drink alcohol from family (10%) and partners (10%) respectively.

New Year Moderation Intentions

·    Just over half (56%) of UK drinkers intend to reduce their drinking in 2025. Taking drink free days is the most popular way UK drinkers intend to reduce their drinking (19%), followed by going out less socially (16%), staying off alcohol for a fixed time period (15%), avoiding alcohol on a school or work night (15%) and setting a drinking limit (15%).

Young adults

·    Young adults (aged 18 to 34) appear to be particularly more likely to drink more alcohol over the festive period compared to all UK adults. Not only are they more likely to binge drink on Christmas day, they are also more likely to intend to drink more over the festive period compared to their typical consumption which may be down to having more unplanned drinks and less drink free days during the week. Despite this, young adults do seem to be aware of their increased consumption as they are also more likely to consume more alcohol-free and lower strength products during this period than they typically drink compared to all UK drinkers and are also more likely to want to moderate their drinking in the New Year compared to all UK drinkers.