The UK government said it has identified nine types of heavy drinkers as it launches a new alcohol campaign.
Focus groups showed that heavy drinkers often fell into one of a number of categories, according to research by the Department of Health in England.
The categories range from de-stress and depressed drinkers to people who boozed because of boredom or to bond.
Experts said helping people to understand the reasons for their drinking habits was “very useful”.
Heavy drinkers””defined as consuming 35 units a week for women, 50 for men, which is twice the recommended limit””did so for a variety of reasons, researchers said.
De-stress drinkers were defined as people in pressured jobs who used alcohol to relax, while bonding drinkers could be anyone in society who had hectic social lives and lost track of their drinking.
The research is to aid a new drive by ministers to crack down on heavy drinkers and a pilot is being run in the north west of England over the coming months to specifically target heavy drinkers.
Over 900,000 households will receive leaflets in the mail highlighting the link between drinking and conditions such as cancer and liver disease.
The campaign is focusing on adults aged over 35 who fall into the nine drinking categories.
People will be given details about where they can go to get help along with information about disease risk.
Users can access a website where they can calculate their own individual risk from drinking and get access to a self-help manual. A telephone helpline will also be set up.
The plan will help the government attempt to reach 4,000 people in the region to reduce their drinking within a year.
Officials hope to roll it out to other parts of England if it is successful.
“These heavy drinkers were a tough one to crack,” said Public health minister Dawn Primarolo.
“This is a totally fresh approach to helping people understand the effects of their drinking habits and help them make changes for the better,” she added.
Alcohol Concern chief executive Don Shenker agreed this type of marketing is very useful.
“In order to get people to examine their drinking they need to become aware of why they are doing it and what motivates them.”
The Nine Types of Drinker
Depressed drinker: Life in a state of crisis eg recently bereaved, divorced or in financial crisis. Alcohol is a comforter and a form of self-medication used to help them cope
De-stress drinker: Pressurised job or stressful home life leads to feelings of being out of control and burdened with responsibility. Alcohol is used to relax, unwind and calm down and to gain a sense of control when switching between work and personal life. Partners often support or reinforce behaviour by preparing drinks for them
Re-bonding drinker: Relevant to those with a very busy social calendar. Alcohol is the “Ëœshared connector’ that unifies and gets them on the same level. They often forget the time and the amount they are consuming
Conformist drinker: Traditional guys who believe that going to the pub every night is “Ëœwhat men do’. Justify it as “Ëœme time’. The pub is their second home and they feel a strong sense of belonging and acceptance within this environment
Community drinker: Drink in fairly large social friendship groups. The sense of community forged through the pub-group. Drinking provides a sense of safety and security and gives their lives meaning. It also acts a social network
Boredom drinker: Typically single mums or recent divorcees with restricted social life. Drinking is company, making up for an absence of people. Drinking marks the end of the day, perhaps following the completion of chores
Macho drinker: Often feeling under-valued, disempowered and frustrated in important areas of their life. Have actively cultivated a strong “Ëœalpha male’ that revolves around their drinking “Ëœprowess’. Drinking is driven by a constant need to assert their masculinity and status to themselves and others
Hedonistic drinker: Single, divorced and/or with grown up children. Drinking excessively is a way of visibly expressing their independence, freedom and “Ëœyouthfulness’ to themselves. Alcohol used to release inhibitions
Border dependents: Men who effectively live in the pub which, for them, is very much a home from home. A combination of motives, including boredom, the need to conform, and a general sense of malaise in their lives
Comments