Britons are consuming less alcohol than at any time since records began, according to a stark new report, as the nation's pubs brace for one of their most challenging festive periods on record.
Record Low in Drinking as Habits Change
Research from the global beverage alcohol data firm IWSR shows that the average UK adult drank just 10.2 alcoholic drinks per week in 2024. This is the lowest figure recorded since data collection started in 1990, marking a significant cultural shift.
The analysis reveals a steep decline of more than a quarter from the peak consumption two decades ago, when the weekly average stood at 14 drinks per adult. IWSR president Marten Lodewijks explained the trend to the Financial Times, citing an ageing population whose physiological tolerance decreases, a growing health consciousness, and the sharp rise in the cost of living.
"People just can't afford to 'drink out' as much," Lodewijks stated, pinpointing the financial pressure on households.
One Pub Closes Every Day in 2025
This decline in drinking is having a devastating impact on the UK's night time economy. Trade body figures project that throughout 2025, one pub will have closed its doors every single day. This follows the closure of more than 400 pubs in 2024 alone, a crisis exacerbated by post-pandemic struggles and what many publicans see as unhelpful government financial measures.
Pub owners across the country have told The Independent they fear this Christmas will be among the toughest the sector has ever faced. Alastair Scoular, who runs The Steam Packet Inn on the Isle of Whithorn in Scotland, said the situation in rural areas has never been "as tough as it is" now.
"We'd usually get quite a few parties in the run-up [to New Year], but we've certainly not had the same number of bookings," Scoular said. "I used to bank on a certain amount of income to get through January and February, but I'm not this year."
Economic Climate Keeps People at Home
The drop in alcohol consumption is directly linked to a broader trend of Britons going out less frequently. The Night Time Industries Association's 2025 consumer survey found that 61 per cent of respondents reported going out less over the past year.
Young people are being particularly hard hit by the economic climate. The survey showed that 68 per cent of young people blamed the current economy for their reduced socialising, while 53 per cent said they were spending less on nights out compared to the previous year.
As the traditional Christmas and New Year party season gets underway, these figures paint a sobering picture of changing British habits and the profound challenges facing the nation's beloved pub industry.
