Drinkaware launches ‘Gift Yourself Tomorrow’ Christmas campaign.

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New research shows growing interest in healthier drinking habits — but awareness of HSE guidelines remains very low1

Drinkaware, the national charity working to prevent and reduce alcohol misuse, today launched its 2025 Christmas campaign, ‘Gift Yourself Tomorrow’. The campaign invites adults across Ireland to consider a simple idea this festive season: that by drinking mindfully today, you’re giving yourself the gift of a better tomorrow — waking up refreshed, present, and ready to enjoy everything that makes Christmas special.

With December’s social calendar filling up, many people feel pressure to overindulge — but Drinkaware’s message this year is that small, mindful choices can have a significant impact.

“By drinking more mindfully this Christmas, you’re giving yourself the gift of a better tomorrow,” said Dearbhla O’Brien, CEO of Drinkaware. “Whether that’s being up early with the kids, making memories with extended family, or simply feeling good enough to enjoy cherished traditions, moderation gives adults more of what they really want from the festive season.”

A growing appetite for healthier drinking — and gaps that must not be ignored

The new Drinkaware Barometer 20251 shows that a growing number of adults in Ireland want to drink in healthier ways. Nearly half of adults say they would follow the HSE low-risk weekly guidelines if they were aware of them — a steady rise in recent years — and interest is especially strong among younger adults, with almost two-thirds of 18–24-year-olds saying they would do so.

But the research also highlights a challenge: awareness of the guidelines remains very low. Just over a quarter of adults have even heard of them, and fewer than five per cent can correctly identify what the guidelines actually are. Many people expect the recommended limits to be lower than they actually are, suggesting uncertainty but also a growing instinct toward moderation.

At the same time, a significant number of adults— particularly men, weekly drinkers, people who binge drink, and those at higher risk of harmful alcohol use — say they would not follow the guidelines even if they knew them.

“This tells us something important,” Dearbhla O’Brien notes. “People genuinely want to make healthier choices, but crucially, the information isn’t reaching those who need it most. We need clearer communication and more tailored support to close this gap.”

Making room for the moments that matter

This year’s ‘Gift Yourself Tomorrow’ campaign focuses on helping adults experience everything they value about Christmas without the downsides that sometimes follow a heavy night of drinking. The campaign encourages simple strategies — planning alcohol-free nights out, alternating drinks, or setting intentions before a night out — all of which can help people stay in control.

Dearbhla O’Brien also emphasised that moderation is not about restriction but about enhancing the Christmas break. 

“Christmas is a time for joy, connection, and celebration — not for losing days to fatigue, poor sleep, or regret. Mindful drinking helps people show up for the moments that matter most. It gives you more of Christmas, not less.”

Tools to support healthier choices

Drinkaware is encouraging people to take advantage of its free, evidence-based tools to help navigate the festive season:

These resources support adults wherever they are on their drinking journey — whether aiming to cut back, stay within guidelines, or enjoy more alcohol-free days.

Additionally, Drinkaware is offering the following tips for adults to stay safe over Christmas:

Drinkaware Tips for a Safe and Enjoyable Night Out

  • Plan your evening – including your exit and your way home.
    Before heading out, decide how you’ll get home safely. Check public transport times in advance and remember that taxis and buses may be busier than usual over the Bank Holiday weekend.
  • Be mindful of how much you’re drinking.
    Set yourself a limit before you start the night, and stick to it. Planning ahead helps you stay in control and avoid drinking more than intended.
  • Avoid getting into rounds if socialising in a pub.
    Rounds often lead to faster and more frequent drinking. Instead, buy your own drinks at your own pace or alternate between alcoholic and alcohol-free options.
  • Keep the figure of six standard drinks in mind.
    Anything above this in one sitting is considered binge drinking by the World Health Organisation. Pace yourself and take regular breaks between drinks.
  • Know Your Limits – Be aware of how much alcohol your body can tolerate and monitor how you’re feeling throughout the evening. Drinkaware provides a free and easy-to-use drinks calculator, a helpful tool to monitor alcohol intake and estimate the time required for the body to process alcohol.

The Morning After

  • Know what you drank – and when you stopped.
    This will help you understand how long it might take for alcohol to leave your system before driving or operating machinery.
  • Allow at least one hour per standard drink.
    It takes your body a minimum of one hour to process one standard drink (e.g., a half pint of beer, 100ml glass of wine, or a pub measure of spirits).
  • Remember, time is the only thing that sobers you up.
    Even if you feel fine, alcohol could still be in your system the next morning. Never assume it’s safe to drive.

This Christmas, gift yourself tomorrow.

The organisation hopes that as people head into the festive season, they will consider moderation as an act of self-care.

“It’s not about saying ‘no’ to Christmas,” Dearbhla O’Brien concluded. “It’s about saying ‘yes’ to feeling well, being present, and creating the kind of festive memories you’ll be grateful for tomorrow.”

Drinkaware is committed to supporting adults in making informed choices about alcohol, particularly during this festive season. To learn more about safe alcohol consumption, visit www.drinkaware.ie.

Ends
For interviews or media enquiries, please contact:  

Ciara O’Driscoll | Etch Communications | ciara@etchcomms.ie  | 087 689 3600

Sarah Kate Spratt | Etch Communications | sarahkate@etchcomms.ie | 089 611 5041

Notes to the editor: 

About Drinkaware: Drinkaware is a national charity working to prevent and reduce alcohol misuse in Ireland. It is governed by an independent board and regulated by the Charities Regulator. Registered Charity Number: 20204601 

For more information on research projects and publications, visit www.drinkaware.ie/research 

References

  1. https://drinkaware.ie/advice/sober-curious-and-mindful-drinking/#:~:text=to%20negative%20outcomes.-
  2. https://www2.hse.ie/living-well/alcohol/health/improve-your-health/weekly-low-risk-alcohol-guidelines/
  3. The AUDIT tool, developed by the World Health Organisation (WHO) (Babor et al., 2001), is used to measure an individual’s level of risk and/or harm related to their alcohol consumption patterns. Visit https://www.drugsandalcohol.ie/18727/. 
  4.  The Drinkaware Barometer 2025 is a national population-based survey of 1,062 adults aged 18+ conducted by Ipsos B&A in July 2025. It included a series of internationally recognised modules on alcohol consumption and mental health.