New research from UK alcohol charity Drinkaware shows that UK drinkers are increasingly taking steps to moderate their alcohol consumption. Alongside this however, weekly binge drinking has increased and there is a wider shift towards increased consumption in a typical drinking session, suggesting that moderation techniques are not being adopted across all drinking situations.
The findings come from the charity’s 2026 Drinkaware Monitor, an 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.
Drinkaware’s latest research suggests moderation has increasingly become part of UK drinking culture. A record 91% of drinkers – equivalent to around 42 million people – say they use at least one technique to moderate their alcohol consumption, up from 87% in 2025.
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, and one in four (25%) drinkers are choosing no- and low- products in pubs, bars and restaurants more often than they were 12 months ago.
The growth in use of moderation techniques may also be changing how consumers engage with the on-trade. Two in five drinkers (39%) say they are visiting pubs and bars less often than they did 12 months ago. This rises to almost half (48%) among those who have tried to reduce their alcohol consumption during the past year. This poses an opportunity for venues to attract and retain consumers by expanding choice and improving visibility of no- and low- alternatives. This could encourage moderation while maintaining a sense of occasion.
Despite this increased focus on moderation, the research reveals that higher consumption in a typical drinking session, and binge drinking are 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 6.3 million people, reported binge drinking at least once a week in the last 12 months, up from 11% in 2025.
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 will 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 are most likely to engage in risky drinking behaviours, together we can help foster a balanced relationship with alcohol while ensuring social occasions remain enjoyable.”
