The British Beer & Pub Association has announced that, contrary to public opinion, consumption of alcohol is falling and drinking behaviour is improving. According to a new report published by the Office of National Statistics (ONS), called Smoking and Drinking Among Adults and Drinking, Adults’ Behaviour and Knowledge in 2007, average consumption has decreased by 15 per cent since 2000 to 18.7 units a week for men (below the 21-unit recommended guideline) and 9 units for women (below the 14-unit guideline).

Eighty-five per cent of adults are now aware of guidelines on how units of alcohol are measured – a massive 70 per cent rise over the past decade, while nearly seven out of ten people interviewed had heard of the unit daily benchmark for drinking – 54 per cent more people compared with ten years ago.

In addition, consumption among the young significantly reduced between 2000 and 2006: from 25.9 to 16.4 units (by 37 per cent) for young males and from 12.6 to 9.0 units for young females (by 29 per cent).

Mark Hastings, BBPA director of communications, said: “These figures once again confirm the trend of the past two years, that there have been significant falls in alcohol consumption.

“We’re also seeing hard evidence of improved drinking behaviour, with those drinking above recommended weekly guidelines down by a substantial amount in the past six years.

“It is clear that the nation’s drinking habits are changing, and the effect has been the opposite to what was predicted when the Licensing Act came into force over two years ago. There has been no ‘free for all’, and instead, the message about sensible drinking is hitting home.”