Britain edges up EU drink rankings

British alcohol consumption is on the increase, while the French and Germans are drinking less, according to new market research published on Wednesday.

The report by Mintel reveals that sales of alcohol in Britain have risen by five per cent between 1999-2004, while the French bought six per cent less, and the Germans eight per cent less.

In the UK, 88 per cent of people are likely to have had a drink in the past 12 months compared to 86 per cent for the French and 70 per cent of Germans.

Britain's alcohol market was boosted by 15 per cent increase in sales since 1999 to €56 billion and French spending increased by seven per cent to €42 billion, while in Germany sales dropped by almost four per cent to €47 billions.

The slowing of the French and German demand was put mainly down to unfavorable economic conditions - particularly in Germany - and public awareness campaigns about healthier drinking habits.

In Britain by contrast, the increased consumption has been linked to rising incomes, 'aspirational' drinking habits and increased consumption among women.

"Alcohol consumption in the UK is linked to affluence where there is a hedonistic approach to drinking. People feel they have a right to celebrate with a drink," said Hanna Kivimaki from Mintel.

"In France and Germany the cultural zeitgeist seems to be moving towards healthier lifestyles and away from alcohol consumption. Many adults, particularly the younger generation are coming increasingly health conscious.

"As a result many have switched partly or entirely to non alcoholic drinks. Stringent legislation relating to the advertising of alcoholic drinks will also have had an impact."

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