(Binge) Drink Anyone? – PR Week Post #18
August 27, 2009
As usual, the summer holiday season has brought to our screens an spectacular array of colourful news features highlighting the binge-drinking behaviour of young Britons (especially those abroad). Commentators from a variety of healthcare professional and consumer/social affairs organisations routinely appeal to those exposed to: “Grow up and stop drinking less”.
Having read today’s Mintel report, I am not sure this any longer applies.
The research shows, contrary to common belief, that the draw of binge-drinking among younger people is actually going down and is becoming less socially acceptable among this group. One statistic in particular surprised me: ’55 per cent of middle-aged drinkers consume alcohol more than twice a week, compared with 42 per cent of teenagers and young adults.’
How, if at all, will the commentators change their tune?