London, United Kingdom (PressExposure) July 07, 2009 -- People drink more in the summertime than they do at any other time of the year, according to new research by alcohol charity Drinkaware*. Encouraged by more opportunities to socialise outdoors and the seasonal increase in festivals and sporting events, one in four UK adults (24%) say they drink more during the summer, with only 10% naming wintertime as the season they consume the largest amount of alcohol.
The results of the survey are released alongside the launch of the Drinkaware summer awareness campaign for adults. âDrink Less, Miss Lessâ is aimed at encouraging people to think about their summer drinking and the effect it has on their health and wellbeing. A series of ambassadors have signed up to support the campaign, the first being England cricketer Jimmy Anderson, who stars in a light-hearted video, encouraging people to regulate their summer drinking.
The research for the campaign also indicates that nearly one in two adults (49%) have missed key events in their lives after being âcaught shortâ due to drinking and therefore needing to go to the toilet. This is alongside the finding that six out of 10 adults (62%) donât understand that alcohol is a diuretic and the body produces more urine from drinking alcohol than the same amount of water or soft drinks. The results also reveal that nearly one in five (18%) never keep track of their alcohol consumption.
Chris Sorek, CEO of Drinkaware, says: âThe summer is a time to have fun and relax, but itâs really important that we all think about how much weâre drinking and the effect it can have on our health and wellbeing.
âMany people are unaware that alcohol makes you pee more that water or soft drinks, but there are other, more serious health implications of drinking to excess or too often. The Drink Less, Miss Less campaign uses a light-hearted approach to encourage adults to keep track of their drinking and to think about its effects â going to the toilet being only one of them!â
The Drink Less, Miss Less film with Anderson, released today, features him running in to bowl in a crucial match and bowling the batsman out LBW. Unfortunately for Anderson, his big moment is ruined by the umpire, who had been sneaking a drink and is unable to control himself any longerâ¦the full film can be viewed at [http://www.drinkaware.co.uk/missless]. The film with Anderson is the first in a series of films featuring a range of celebrities to be released during the coming months.
Although handled in a tongue-in-cheek way, the aim of video is to inform adults that alcohol is a diuretic and drinking results in more fluid being peed out than is taken in. Alcohol affects the bodyâs production of the antiduretic hormone vasapressin that usually tells the kidneys to reabsorb water that would otherwise end up in the bladder**. Without this hormonal signal, the bladder fills up with all the water from the fluid that is drunk and more trips to the toilet become necessary. The resulting dehydration is also responsible for hangovers and can become a serious risk, particularly during hot weather.
To see the Jimmy Anderson film, viewers can go to [http://www.drinkaware.co.uk/missless], where they will also find more details on the campaign and the effect of alcohol on the body, behind-the-scenes exclusives, summer drinking tips and a guide to the Ashes.