New research from UK alcohol charity, Drinkaware, shows that UK drinkers are increasingly taking steps to moderate their alcohol consumption.
However at the same time, weekly binge drinking has increased, and there is a wider shift towards increased consumption in a typical drinking session, suggesting moderation techniques are not being adopted across all drinking situations.
The findings come from the charity’s 2026 Drinkaware Monitor, released today, which is its annual comprehensive survey of the UK’s drinking habits and behaviours. They point to a growing opportunity for alcohol producers, retailers and hospitality businesses to make moderation more visible and accessible during the occasions when people might drink more than usual.
The latest research suggests moderation has increasingly become part of UK drinking culture. A record 91% of drinkers - equivalent to around 42m people - say they use at least one technique to moderate their alcohol consumption, up from 87% last year.
The most common moderation strategy is taking drink-free days during the week, with the method being adopted by 71% of drinkers. Use of no- and low-alcohol options is also continuing to grow. Nearly half of drinkers (48%) are consuming these products as a way to moderate their drinking, up from 44% in 2025.
Higher consumption
Despite an increased focus on moderation, the research reveals that higher consumption in a typical drinking session, and binge drinking are both becoming more common. In the UK, binge drinking is defined as consuming eight or more units of alcohol in a single session for men, and six or more units of alcohol in a single session for women.
13% of all drinkers, an estimated 6.3m people, reported binge drinking at least once a week in the last 12 months, up from 11% in 2025.
Meanwhile, the proportion who typically consume four units or less decreased from 71% to 67%, while the proportion of drinkers who typically consume seven or more units in a drinking session increased from 14% to 17%.
The research suggests that while many drinkers are taking steps to moderate, certain occasions are commonly associated with drinking more than usual and may make those habits harder to maintain. Warm weather, extra leisure time, socialising and fewer responsibilities the next day can all combine to encourage people to drink more than they typically would.
Social occasions
With a Bank Holiday weekend approaching, the findings present an opportunity for the alcohol industry, retailers and others to support consumers during one of the year’s key social occasions. Making no- and low-alcohol options more visible and easier to choose, alongside practical tools that support moderation, can help people enjoy social occasions while making choices that work for them.
Drinkaware’s partnerships with Tesco and Heineken 0.0 have helped bring moderation messaging and alcohol-free choices into consumer-facing environments, while dedicated no- and low-alcohol spaces developed with supermarkets have made these options more visible and easier to navigate.
Nick Terry, director of commercial development and relationships at Drinkaware, said: “It’s encouraging to see that use of moderation techniques is on the rise, and the growing popularity of no- and low-alcohol products shows that consumers increasingly value greater choice and flexibility in how they drink.
“However, this year’s Monitor suggests that moderation is not always consistent across every occasion. We’ll continue collaborating with our existing and new partners across retail, hospitality, sport and community settings to make moderation more visible, relevant and accessible.
“By supporting people at the moments when they’re most likely to engage in risky drinking behaviours, together we can help foster a balanced relationship with alcohol while ensuring social occasions remain enjoyable.”
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