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Nine Traits Of Drinkers

Wednesday, September 17th, 2008 Nine Traits Of Drinkers

The government believes it has identified nine types of heavy drinker as it launches a new alcohol campaign. Department of Health research with focus groups found heavy drinkers often fell into one of a number of categories. These ranged from de-stress and depressed drinkers to people who boozed because of boredom or to bond.

The research showed that of those who drink heavily - defined as consuming 35 units a week for women, and 50 for men, which is twice the recommended limit - did so for a variety of reasons. For example, de-stress drinkers were defined as people in pressured jobs who used alcohol to relax.

From the data gathered a pilot scheme is going to take place in the north west over the coming months. If it is successful, officials hope to roll it out to other parts of the country. Public health minister Dawn Primarolo admitted these heavy drinkers were a “tough one to crack”.

But she added: “This is a totally fresh approach to helping people understand the effects of their drinking habits and help them make changes for the better.” Alcohol Concern chief executive Don Shenker said: “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.”

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