NEARLY a third of drinkers in the South West drink more than they intended because they were encouraged by others, revealed a new study by independent alcohol education charity, Drinkaware.

More than a third (37%) of South West adults who drink report drinking more alcohol than they set out to because they were in a round, and nearly a third (27%) drink more because they did not want to be impolite and refuse a drink.

Overall, Drinkaware’s annual monitor found that a majority of those who drink in the South West (59%) say they would like there to be less pressure to drink alcohol. Slightly over a third of South West drinkers (35%) say that pressure to drink alcohol is common in their age group.

A quarter of drinkers (25%) drink more because they want to keep up with others. Friends are chief influential figures, with 60% of those who drink more than they intended to saying that they have been pressured by friends.

Drinkaware’s chief executive Elaine Hindal said: ‘Our research lifts the lid on a culture of peer pressure in this country. It speaks volumes that over half the adult population say they would like there to be less pressure to drink.

‘And it seems from our new research that being polite, not wanting to confront a situation and feeling the need to keep up could be preventing many of us from standing up to that pressure.’

While the number of people across the UK who drink at least once a year has decreased year-on-year (81% of UK adults compared with 84% in 2018), the results show pressure to drink could be impacting the drinking patterns of ‘risky drinkers’ (those at most risk of health harms because of their drinking levels).

Elaine added: ‘Pressure to drink in the majority of cases isn’t malicious, it may not even be conscious. Most people just want the people they’re with to have a good time. But regularly drinking alcohol above recommended levels can significantly increase your risk of developing a range of diseases.

‘It’s crucial that people are aware of the health harms of drinking more than the low risk drinking guidelines. Being armed with the facts could make people feel more confident in resisting pressure, as well as making many of us think twice about topping up a friend’s glass.’