A new report highlights drinking to get drunk’ as the defining feature of how their age group
relates to alcohol. Those surveyed agree strongly that the price of alcohol, as well
as how alcohol is promoted, encourages this excessive consumption. Certainly, the
alcohol industry did not single-handedly create the ’British drinking style’ that is often
characterised, not always accurately, by the determination to drink large amounts in a short
space of time. But producers and retailers do have the capacity to influence consumer
behaviours, particularly in young people: a clear majority of those consulted believe that
both price and promotion strongly influence attitudes and behaviours towards alcohol.
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