Slideshow

Study maps UK booze hotspots

07 January 2015 By Lauren Eads

Britain’s booziest regions have been mapped using alcohol sales data for the first time, revealing a contrasting picture of consumption across the UK.

Published in the open access journal BMC Public Health led by NHS Health Scotland, the study shows that of the 11 regions analysed, six had higher levels of alcohol sales per adult than the Great Britain’s average.

The highest consuming regions were Central Scotland and the South West where adults put away an average of 20.9 units a week each.

Typically, regions with higher sales per adult had higher rates of alcohol-related mortality rates, with alcohol sales seen to “act as a proxy for alcohol consumption, and alcohol-related deaths”.

Indeed, Central Scotland was found to have the highest rate of alcohol-related mortality with 24.5 deaths per 100,000 population.

However this assumption was challenged by the South West region, which despite having the highest consumption level had one of the lowest alcohol-related mortality rates at just 10.5 per 100,000.

Researchers at NHS Health Scotland and the Glasgow Centre for Population Health suggested that this could be due to tourism. Explaining, the report said: “The South West, which for the study consisted mainly of Devon and Cornwall, had one of the smallest populations but also had one of the highest rates of second homes. People who visit this area but do not live there would increase the sales figures for alcohol and would not show up for alcohol-related deaths.”

Surprisingly, the region found to consume the least alcohol per person was London with the average adult consuming 15.4 units per week, 13% lower than the GB average, followed by Central England at 16.7 and the East of England at 16.9.

In terms of the types of alcohol being consumed, and through which channels, the high volume of sales in South West England was mostly due to spirits and cider sold through pubs and restaurants, however sales of wine through supermarkets and other off-licences were also high.

Both Scottish regions, but particularly Central Scotland, had substantially higher spirits sales than any other region, especially through off-licenses. In Yorkshire and the northern English regions, more beer was sold per adult than other GB regions, while the low volume of sales in London was attributed to lower sales through off-licences.

Volume of pure alcohol sold per adult, by market sector, drink type and region, 2010–11. NHS Health Scotland

Previous studies have relied on self-reported data to track consumption which Mark Robinson, public health Information manager at NHS Health Scotland who led the study, said is often subject to sampling bias, low response rates and recall bias. The use of alcohol sales data is therefore a more accurate and objective way to estimate consumption.

Robinson said: “Our study provides support for the relationship between alcohol consumption and alcohol-related mortality across regions in Great Britain, which hasn’t always been the case using survey data to estimate consumption. Future studies should consider the use of data from a range of different sources to provide a better understanding of alcohol consumption in GB, its relationship with alcohol-related harms, and the impact of different alcohol policy approaches.”

Sales data related to the years of 2010 and 2011 with researchers converting the total volume in litres sold to pure alcohol for seven drink categories: spirits, wine, beer, cider, perry and pre-mixed alcoholic beverages. Consumption per adult was then calculated by dividing the total population aged over 16 years across regions of GB.

Northern Ireland was not analysed as part of the study.

Top booze consuming regions:-

1. Central Scotland – 20.9 units per adult per week, 18% higher than the GB average

2. South West – 20.9 units per adult per week, 19% higher

3. North East England – 19.8 units per adult per week, 12% higher

4. North West England – 19.3 units per adult per week, 0% higher

5. Yorkshire – 18.6 units per adult per week, 5% higher

6. Rest of Scotland – 18.4 units per adult per week, 4% higher

7. Wales and West – 17.8 units per adult per week, 1% higher

8. South and South East England – 17.5 units per adult per week, 1% lower

9. Central England – 16.9 units per adult per week, 4% lower

10. East of England – 16.7 units per adult per week, 5% lower