Social drinking: alcohol remains an important social lubricant

Whether they’re going on a big night out, or hosting a dinner for friends, we wanted to explore how consumers are likely to drink in social situations. We surveyed 1,000 consumers of legal drinking age in the US and UK to find out how often consumers drink, how much they drink when socializing, and what their top alcoholic beverages are. 

As well as noting distinct differences between consumers of different ages and genders, we also found significant variations between the US and UK, which will be of interest to drinks brands operating in both markets. 

Quick summary

• Almost half (49%) of UK respondents drink often (including 21% very often), compared to 39% in the US (17% very often).
• 35% of US consumers rarely or never drink, versus 19% in the UK.
• In both countries, men consume alcohol more frequently than women.
• Millennials are the most frequent drinkers, while Gen Z drinks less often.
• Regardless of age or gender, beer is the preferred drink at barbecues.
• Wine is the favored beverage for social dinners, with women more likely to bring a bottle than men.

Brits are more boozy than Americans 

British drinking culture has long been characterized by a strong social emphasis on alcohol consumption, particularly in communal settings like pubs. This tradition has contributed to the perception of the British as heavy drinkers. But is this warranted or simply an outdated stereotype? 

Our data finds that 49% of Brits drink alcohol often, including 21% who admit to drinking it ‘very often’ [view full UK data] Americans, on the other hand, drink less often but it’s still a common pastime: 39% often consume alcohol (including 17% who drink very often). 

US consumers are significantly more likely to eschew alcohol, with 35% saying they ‘rarely’ or ‘never’ drink versus 19% of UK consumers. Brits, however, are more likely to describe themselves as ‘occasional’ drinkers: 32% versus 27%.

Men are more regular drinkers than women

Men consume alcohol significantly more often than their female counterparts – a fact that is true of both the US and the UK. In the States, 47% of men drink often versus 31% of women, and more than twice the amount drink ‘very often’ (24% vs 11%).

Similarly, in the UK, 57% of men say they drink often, compared with 42% of women. They’re also nearly twice as likely to drink ‘very often’ (27% vs 15%). Meanwhile, if we look at likelihood to be teetotal or rarely drink alcohol, men are less likely to be foregoing alcohol. 

In the US, 38% of women rarely or never drink versus 32% of men. We see the same trend in the UK, although the figures are lower: 23% of women rarely or never drink compared with 15% of men.

In addition to drinking alcohol more often, men also drink greater quantities. While only 27% of US women would drink more than three alcoholic beverages at a social event lasting a few hours, 42% of men would drink at least four drinks. 

Gen Z vs Millennials – who drinks the most?

Another interesting difference between the US and UK markets can be seen in the drinking habits of younger consumers. The most frequent drinkers in the US are those aged between 31 to 49 (50% drink often versus 34% of 21-30-year-olds, and 29% of those aged 50+) [view full US data]. 

But in the UK, we see that it is the youngest consumers who drink the most: 56% of 18-30-year-olds drink alcohol often versus 48% of those aged 31-49 and 45% of consumers aged 50+. Young people in the States are significantly more likely to avoid alcohol, with 35% of those aged 30 and below saying they rarely or never drink, compared to just 20% in the UK. 

When it comes to which age group can put the most drinks away during a session, it’s those aged 31-49 in both countries. 42% of Americans in that age group are likely to consume four or more alcoholic beverages during a social event lasting a few hours, while a lesser 36% of those aged 30 and below would drink that amount, and only 24% of over 50s. 

Brits aged 31-49 are also more likely to down more drinks in the space of a few hours than other age groups: 55% drink four or more alcoholic beverages versus 47% of under 30s and 49% of over 50s. 

Everyone loves beer at a barbecue

Our research shows that consumers favor different types of alcoholic beverages for different types of social events. But there’s one drink that everyone unanimously agrees is best for barbecues: beer. It is the top choice for all age groups and both genders. 

While beer is considered best, it does have a couple of close contenders in the UK. Wine is the second choice for women attending a barbecue (41% versus 43% for beer), while consumers in the younger age groups might also consider cider instead of beer. 

But what about on a night out or at a party? Beer is still right up there for men; likely to be drunk by 71% of US men and 74% of UK men. American women also like to drink beer at a party (45%) but cocktails and spirits are slightly more popular (47% and 46% respectively). For British women, beer on a night out is a no-no (only 24% are likely to drink it). Instead, they prefer cocktails 54%.  

In terms of differences between age groups, older drinkers prefer beer, while younger ones will opt for spirits and cocktails [read more about Gen Z drinking trends]. In the US, pre-mixed drinks are a popular choice for consumers aged 21-30 on a night out or at a party (44%), although it’s more likely to be males buying them. In general, the market for hard seltzers and ready-to-drink beverages is significantly more mature in the US than the UK. 

Wine is fine for dinner with friends, but who’s bringing a bottle?

When dining with friends, wine is a top alcohol choice. It’s favored by female consumers in both the US and UK (50% and 63% respectively). It’s also popular with men, but beer takes the edge when having a shared meal. 

Younger people enjoy wine with food but they’re also likely to drink cocktails when they dine with friends (47% of Americans aged 21-30, and 41% of Brits aged 18-30 would choose to drink them). 

When attending a social event at a friend’s house, most people will turn up with alcohol (whether they drink it themselves or not). But American women are more likely to turn up empty handed than men (38% versus 20%). Older consumers are also not embarrassed to arrive without alcohol: 47% of those aged 50+ versus 23% of those aged 31-49, and 19% of under 30s.(18-30).  

Generally, people aren’t fussy about what they drink at other people’s houses and will drink whatever is offered but men are more likely to take the alcohol they want to drink with them: around 30% of men in both the US and the UK will only consume what they have brought versus around 20% of women. In the UK, consumers aged 50+ also over-index for taking the alcohol they want to drink to friends’ houses: 31% versus 25% of under 30s and 22% of 31-49 year olds.