Britain's binge drink is over

Britain's image as a nation of binge-drinkers could be about to change, according to a report published today.

Although analysts predict spending on alcohol will continue to rise, the amount drunk is set to fall slightly.

Increased health awareness, an ageing population and pressure to scrap drinks promotions, such as two-for-one offers, are among the explanations for the change in habits.

Market analysts Datamonitor believe Britons will become more sophisticated in their drinking and opt for cocktails and quality wine over deals like £1 a pint.

The report found drinkers in the UK spend more on alcohol than any other country in Europe - around £1,272 per person a year. This compares with £1,026 in France, £688 in Spain and £566 in Germany.

But while we top the spending league, the Germans consume the most at 215 litres per person a year, compared with 174 litres in Britain.

Datamonitor say UK drinkers will spend £1,383 per person a year on alcohol in 2008. Yet it expects consumption to drop to 171 litres per adult. Germans are also expected to curb individual drinking habits - to 210 litres.

Andrew Russell, consumer analyst at Datamonitor, predicted a shift towards a more relaxed, Continental-style drinking culture: " Government pressure to drink less will have a big influence. But we have already seen a shift in habits with more fashionable bars, fewer old-style pubs and women happy to drink with friends while out and about."