Drinking challenges are usually associated with big nights and epic hangovers. However, a new initiative is set to turn this on its head.

The public is being urged to #DrinkCleanBetween this summer – as part of a nationwide campaign to inspire Britons to reset their relationship with alcohol.

Non-alcoholic spirits firm CleanCo, led by Spencer Matthews who is behind the initiative, said it wants to encourage greater acceptance of moderate and mindful drinking and to promote mental and physical wellbeing by inspiring Britons to alternate between full strength and nolo (no or low) options when drinking.

The campaign follows an impassioned White Paper issued to government and MPs recently, that calls for a fresh approach to the unrealistic and unattainable message currently given to Britons when it comes to alcohol consumption.

Entitled “The 10 million Person Challenge”, the White Paper sets out to support millions more British people to have fun, be productive and live well by making a positive personal choice to drink alcohol at a healthy level.

It highlights that a considered change to the UK’s drinking culture would unlock net economic benefits in productivity gains, reduce crime and savings to the NHS of at least £21 billion – compared to current alcohol duty revenues of £12 billion.12

“Based on the current guidelines by the government, people who surpass six pints of beer or six medium glasses of wine would be deemed alcoholics. said Matthews, “not to mention everyone else who has been desperate to escape the confines of their own home”.

“However, despite the warnings we receive, people will still drink to excess – especially as lockdown has been lifted.

“We aren’t saying “don’t drink, don’t have fun”. But we do want people to be empowered to have more choice and moderate how and what they drink – without any stigma”.

“We are challenging the government to spearhead a national partnership campaign and test simple messaging that actually resonates with the public.”

“#DrinkCleanBetween encourages people to alternate alcohol and no and low alcohol drinks, rather than binge drinking, which can lead to feelings of regret and ‘hangxiety’.

CleanCo anticipates a surge of alcohol consumption, with one in four [25%] British adults intending to drink to excess this summer, according to new research.

The independent study of 2000 UK adults, commissioned by the alcohol-free spirits brand reveals this is even higher amongst 18-24-year-olds – with over half [53%] planning to consume dizzying levels of booze.

An estimated 56 million sick days will be taken over the next year by employees calling in unwell after too much to drink when lockdown ends.

Moreover, Britons are set to lose 67 million hours of family time over the next twelve months as a result of being hungover.

And nearly 60 million arguments are expected to erupt between family and loved ones as a result of the excesses of alcohol and feeling worse for wear over the same period.

The study highlights that there is a significant lack of awareness in the UK when it comes to units of alcohol.

With two thirds of adults [66.5%] not knowing how many units of alcohol the government advises individuals to not exceed on a weekly basis. With some even believing the weekly guidance is 30 units – which is more than double the recommended 14.

Encouragingly, 11% of UK adults said they managed to cut back on their alcohol consumption during lockdown.

In contrast though, nearly one in 10 [8%] agree they drink more alcohol than they did 12 months ago.

Since rule restrictions started to ease on April 12th 2021, over half a million [1%]⁵ believe they have started to slip back into old habits of drinking more.

And 3.2 million UK adults [6%] are concerned they will drink more when the final restrictions are lifted.

Worryingly, since restrictions were relaxed on April 12th 2021, five per cent said they have been approached by people close to them who have expressed concern that they are drinking more again.

The research also found a similar amount [5%] are fearful that a friend or family member’s consumption levels will rise.

“We have a once-in-a-generation opportunity as we come out of lockdown to reset our national relationship with alcohol”, continues Matthews.

“The UK has good foundations for sustained alcohol culture and behaviour change with overall consumption falling since 2004”.

“20% of adults and 25% of 18–25-year-old’s do not drink alcohol.⁷ 6.5 million people committed to participate in Dry January 2021 and nine per cent of people report giving up alcohol during lockdown.8 The time to act is now”.

Drinking below the current guidelines would mean consuming around five pints of 4.5% lager or five medium 175ml glasses of red wine of 13.5% in any average week.

Every unit of alcohol avoided over 11 units a week adds to average life expectancy by about 15 minutes – the same as not smoking a cigarette.

As well as lifetime impacts, there are negative everyday consequences for at least 10.6 million unhealthy drinkers, their partners, children, relatives, friends, co-workers and society as whole.

Indeed, new research suggests that up to 5.5 million people in the UK said that they wanted to moderate their alcohol consumption

Moderating, or even taking a short break from alcohol, can have immediate benefits; research published in 201810 found that taking a month off drinking lowers blood pressure, reduces diabetes risk and lowers cholesterol, as well as reducing the level of cancer-related proteins in the blood.

The campaign is urging the public to #DrinkCleanBetween. For every full-strength drink you have – look to alternate with a non-alcoholic option.