New Drinkaware research shows a growing trend toward moderation, highlighting Ireland’s evolving relationship with alcohol
- 37% of adults state that they have made small positive changes to their drinking habits in the past 30 days in 2024.
- Nearly 1 in 2 adults (48%) would embrace a sober night out as part of moderating their drinking
- Young adults lead the way, with 51% of 18–24-year-olds making positive changes to their drinking habits
- #HeresToChange campaign celebrates small positive changes adults can make and features specially commissioned spoken word piece by Dublin hip-hop artist Nealo, who has embraced this change.
10th March 2005–As Ireland prepares for our annual St. Patrick’s Day celebrations, Drinkaware, the national independent charity working to prevent and reduce alcohol misuse, is launching this year’s Here’s To Change campaign. This initiative highlights how small changes in drinking habits can lead to lasting positive impacts.
St. Patrick’s Day is a time of national pride and celebration, with many people at home and abroad revelling in our Irish identity, culture, and heritage. However, some may associate March 17th as historically being linked to excessive drinking and harmful behaviours around alcohol, such as binge drinking**.
However, attitudes are shifting. According to the latest 2024 Drinkaware Barometer, 37% of adults now agree they would like to drink alcohol less often, the highest such incidence in the Drinkaware Barometer to date. The same percentage of adults (37%) state that they have made small positive changes to their drinking habits in the past 30 days (i.e. drinking less) in 2024. Among younger adults (18–24), that number rises to 51%, showing a growing trend toward mindful drinking—a conscious approach to alcohol consumption that prioritises moderation, awareness, and overall well-being.
Central to this year’s campaign is a spoken-word piece created specifically by Dublin-based hip-hop artist Nealo, who has adopted a sober lifestyle and encourages other adults to explore its benefits. Speaking as part of the campaign, Nealo said, “Being part of the Drinkaware Here’s to Change campaign for the second time is incredibly rewarding for me. As someone who has suffered from the many downsides of binge drinking, it is really valuable for me to be able to help bring awareness to moderation, and how taking a break from alcohol can positively affect the lives of so many of us.”
Encouragingly, the 37% of adults making positive changes in 2024 marks a sustained cultural shift. In 2020, only 31% of adults reported making small positive changes to their drinking, which rose to 35% in 2022 and 41% in 2023. While there has been a slight dip from last year, the overall trend since 2020 remains upward, demonstrating a consistent move toward more mindful drinking habits.
Furthermore, 48% of adults say they would actively choose a sober night out to help moderate their alcohol consumption. Collectively, 68% of adults have either already had a sober night out or would be willing to consider doing so to moderate drinking. This shift reflects a broader cultural change toward mindful drinking habits, where people prioritise their health while maintaining social connections more easily than ever.
Encouraging Small, Positive Steps
The Here’s To Change campaign celebrates the growing momentum around mindful drinking and aims to support those making small yet meaningful adjustments. Whether that means choosing alcohol-free options, alternating drinks with water, setting spending limits, or simply reflecting on drinking habits, the campaign encourages individuals to find changes that work best for them.
Drinkaware CEO Dearbhla O’Brien commented:
“At Drinkaware, our message with the #HeresToChange campaign is clear, we want to empower people to feel the benefits of positive changes in their drinking habits—whether that’s drinking less often, reducing harmful drinking behaviours such as binge drinking, or choosing alcohol-free alternatives. While it’s encouraging to see that Irish drinking culture is changing and more adults than ever are embracing mindful drinking–with 37% of adults indicating they want to cut back and the same number of adults making small positive changes to their drinking habits in the past 30 days—we still face challenges, particularly around binge drinking.
St. Patrick’s Day is a moment of national pride, and we hope this campaign encourages people to celebrate in ways that align with their personal well-being and values or to embrace making a positive change. Here’s To Change!”
Join the Mindful Drinking Movement
For those interested in making mindful drinking choices this St. Patrick’s Weekend, Drinkaware offers simple, practical tips such as:
- If drinking at home, choose a smaller glass or measure your drinks
- When out at a pub or event, alternate each round with a glass of water
- Consider low- or no-alcohol options available at bars and restaurants
- Set a spending limit to help manage alcohol intake
- Plan a sober night out, an option that nearly half of adults (48%) now embrace
More information, advice, and resources are available at www.drinkaware.ie, including tools like the Drinkaware Drinks Calculator to help individuals track their drinking habits.
This St. Patrick’s Day, Drinkaware is encouraging everyone to take a moment to reflect on their drinking choices and join the growing mindful drinking movement.
#HeresToChange
Drinkaware.ie is a hub for alcohol-free events, so if you are looking for things to do around the country this March Bank Holiday or hosting an event you want to promote, please visit the Social Hub page on www.drinkaware.ie.
Ends
For interviews or media enquiries, please contact:
Sophie Hanlon | Etch Communications | sophiehanlon@etchcomms.ie | 087 366 7785
Andrea Woods Murphy | Etch Communications | andrea@etchcomms.ie | 087 756 6195
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
** Binge drinking (or heavy episodic drinking) is defined by The World Health Organization (WHO) as the consumption of 60 grams of pure alcohol or six standard drinks in one sitting. Binge drinking is when you drink faster than your liver‘s ability to process alcohol. Common standard drinks include a half pint of 4.5% lager, 100 ml glass of 12.5% wine and a pub measure of 40% spirits.
References
1. The Drinkaware Barometer 2024 is a national population-based survey of 1,045 adults aged 18+ conducted by Ipsos B&A in July and August 2024. It included a series of internationally recognised modules on alcohol consumption and mental health.