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Alcohol use during holidays and special occasions may account for much of the consumption not reported in previous drinking surveys, new research funded by Alcohol Research UK has revealed. Previous data on the UK's average alcohol consumption has not always matched up with sales figures €“ in fact, reports in England have only accounted for around 60 per cent of alcohol sales.

The survey, which was carried out by researchers from Liverpool John Moores University and published in BMC Medicine, found that people aged 25-34 had the highest level of typical consumption, as well as the largest increase during special occasions. This category added an average of 18 units a week due to non-typical consumption. James Nicholls of Alcohol Research UK said that having accurate data could aid alcohol harm reduction initiatives.

€If we can better quantify where peaks of consumption occur, among which groups of drinkers and at what scale, we will be much better placed to target interventions aimed at reducing harm,€ he added.