Drinkaware is shifting its attention from underage drinkers to the opposite end of the age scale.
Declining alcohol sales and growing levels of abstinence among the young has seen the alcohol education charity move its focus to older drinkers.
As part of a new five-year strategy it is launching the 'Have a Little Less, Feel a Lot Better' campaign. This will target men aged between 45 and 65 who drink frequently, primarily at home, and who are disproportionately at risk of alcohol-related health harm.
Meanwhile its 'You wouldn't sober, You shouldn't drunk' targets people who binge drink to cope with stress and anxiety.
Drinkaware chief executive Elaine Hindal said: "Drinking culture and habits in the UK have shifted significantly over the past five years and our new strategy reflects these changing currents."
Evidence for Health Survey for England suggests that a third of men (33 per cent) and 18 per cent of women aged between 40 and 60 drink above the low risk alcohol guidelines. This is compounded by high rates of inactivity and obesity in that age bracket.
The number of 11 to 15-year-olds who drink is at an all-time low. In a survey just eight per cent said they had drunk in the last week.
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