Britain is shedding its binge drinking image as a record number of adults are cutting down on booze.
Four in ten are knocking back less alcohol than a year ago as they shun cheap lager and spirits for expensive brews when out.
According to research by trade magazine The Grocer, discerning drinkers are choosing quality over quantity and ordering more expensive tipples like craft beer and botanical gin.
Young men seem to be shaking off their lager lout tag while ladettes are also growing up, the survey revealed.
The poll of 1,000 over 18s by analysts Harris found 41% have cut down on their drinking compared with 33% a year ago.
And the figures rise to 51% of those aged 25-34 and 55% of 35-44-year-olds.
One in three women are drinking less, compared to almost half of men, the study found.
Lucia Juliano, head of research at Harris, said: “It seems media messages around ill health linked to excessive alcohol consumption are cutting through.”
Older drinkers are the biggest boozers as 19% of 45-54-year-olds and 16% of the over 55s admit they drink more than the recommended 14 weekly units of alcohol.
By comparison only 8% of 16-24-year-olds and 14% of 25-34-year-olds are guilty of going over the limit.
Who is trying to drink less and who is drinking too much?
Age group 16-24: 8% drinking more than weekly limit, 47% cutting down
Age group 25-34: 14% drinking more than weekly limit, 55% cutting down
Age group 35-44: 10% drinking more than weekly limit, 51% cutting down
Age group 45-54: 19% drinking more than weekly limit, 40% cutting down
Age group 55+: 16% drinking more than weekly limit, 29% cutting down