Older drinkers targeted in Drinkaware five-year plan

UK alcohol charity Drinkaware has launched a new five-year strategy, with growing levels of alcohol abstinence among the young prompting it to shift its focus toward the prevention of harmful consumption among older drinkers.

Older drinkers are now the primary target for alcohol charity Drinkaware

Changing consumption habits, notably declining total alcohol sales among the young, have seen the charity alter its strategy. According to the charity, alcohol sales have been in significant decline since their peak in 2008, with those choosing to abstain from alcohol increasing to around 11-17% of the adult population.

Under-age drinking is also in decline, with the number of 11-15 year olds saying they have drunk alcohol in the last week now 8% – a 10-year low.

Consequently, it on the older generation that the charity now feels its efforts to communicate the harmful impact of excessive drinking are better spent.

Reducing the number of older drinkers consuming above the chief medical officers’ guidelines on alcohol consumption, which was lowered to 14 units a week in January 2016, together with the provision of information and advice and engagement with consumers, are the three goals underpinning the charity’s five-year strategy.

“Drinking culture and habits in the UK have shifted significantly over the past five years and our new strategy reflects these changing currents,” said Drinkaware chief executive Elaine Hindal.

“People are seeking information and advice in new ways and are increasingly looking for personalised help, support and advice about alcohol and its relationship to their health and wellbeing.

“Our five year strategy is based on an in-depth understanding of consumer behaviour as well as building on our considerable progress over recent years. It provides clarity both for us and for our funders and partners, whose engagement and support will be vital in helping us to meet our goals by 2022.”

The charity’s ‘Have a Little Less, Feel a Lot Better’ campaign is currently underway targeting men aged 45-65 who drink frequently, primarily at home, and who are disproportionately at risk of alcohol-related health harms, alongside its ‘You wouldn’t sober, You shouldn’t drunk’ campaign.

Its Drinkaware Crews, a programme launched to train and equip staff in the night-time economy is now operational in 13 local areas, and is set to expand between now and 2022, targeting people who are more likely to binge drink.

Drinkaware has also launched Drinkaware for Education, a free resource for teachers in primary and secondary schools, and an e-learning course to help employees identify and support customers at risk from alcohol harm.