3 in 4 Brits to cut back on drinking over Christmas amidst ‘drinkflation’
Three in four UK adults intend to moderate their drinking over the Christmas period amidst reports that more people are being put off by the phenomenon of ‘drinkflation’.
According to a survey by charity Drinkaware, 73% of adult drinkers in the UK plan to moderate their alcohol intake over the festive season.
Only 28% intend to drink more over Christmas, and a greater proportion of the population plan to cut back on drinking in 2026.
Polling by the charity found that 43% of drinkers intend to reduce their drinking in the New Year, with many opting to take a complete break from drinking for some time at the beginning of 2026.
One reason many drinkers might be cutting back over the festive season is the increased cost of alcoholic drinks, with recent data showing that 37% have noticed drinks being impacted by ‘drinkflation’.
This refers to drinks becoming smaller or containing less alcohol than people remember, but costing the same or more than they used to.
General consumer spending has remained muted this year, and general economic slowdown may also be contributing to peoples’ decision to moderate their intake.
The most popular way people will cut back on drinking over Christmas is to take drink-free days over the holiday period. Some also plan to set a limit on the number of drinks they will have and other aim to alternate alcoholic drinks with soft drinks or water.
“With nearly three in four of us planning ahead this Christmas, this balanced approach to our festive fun is great to see,” said Drinkaware CEO Karen Tyrell.
“Sticking to the Chief Medical Officers’ guidelines of no more than 14 units a week including some drink-free days can make a big difference.”
“Asking friends and family for support can help you stick to any plan you set, while the growing range of low and no alcohol options also makes it easier to swap out some drinks on a night out,” she said.
Drinkaware advises that drinkers try to eat before drinking, track their drinks, alternate with water or soft drinks, and set a limit to help them cut down over the holidays.
