Drinkers in their 30s and 40s are more likely to drink above their daily recommended limit than drinkers in their 20s, a survey has found.
The Know Your Limits survey by YouGov found that 44% of 30 to 50-year-olds admitted to drinking too much compared to 40% of 18 to 29-year-olds.
One in three 30 to 50 year-olds surveyed said drinking too much had "wrecked a night out" at least once in the past year.
The poll was commissioned by the Government to highlight responsible drinking over the Christmas period.
Its findings received the backing of Professor Ian Gilmore, chair of the Alcohol Health Alliance, who are campaigning for a 10% rise in tax on alcohol in a bid to curb problem drinking.
“Many people underestimate the amount of units they are drinking because drinks have been getting stronger, and glasses larger, over the past couple of decades – a small glass of wine can now be 2 units, and large glasses 3-4 units,” he said.
Meanwhile South-west brewer and pub operator Wadworth has redesigned its beer pubs over Christmas and the New Year to contain warnings about drink-driving.
Charles Bartholomew, Wadworth chairman, said: “We just want people to think carefully about the consequences of driving after that drink.
“The fake pumps are a great way to make people think in a way they’ll understand.”
By Christopher Walton