While there are many serious outstanding challenges related to problematic drinking in the UK, over the last decade there have emerged a number of positive trends showing a decline in problematic alcohol consumption, particularly among young Britons.

The positive trends in the official statistics are mirrored by an original and nationally representative Demos survey recently conducted by YouGov for the purposes of this report, which seeks to validate official statitstics and find out why these trends might be taking place.

Character and Moderation: Alcohol sets out how we can build on these positive trends, and combat the continuing issues of harmful drinking that continue to persist, by ensuring that programmes that develop character and life skills are promoted and supported by Government, within the education sector, and the alcohol industry itself.