Most consumers enjoy their alcohol in a responsible and relaxing fashion, according to research released by Datamonitor.
The company said the media coverage of binge drinking “does not portray a fully accurate picture of alcohol consumption”.
In the UK, Datamonitor said almost half of people are giving a high level of attention to ensuring they do not drink too much alcohol.
Yet the firm’s consumer markets analyst Matthew Taylor warned: “When promoting alcoholic drinks, marketers must be aware that responsible consumption is desired by the majority.”
The study comes as the government prepares to introduce legislation on alcohol promotions.
Bans on supermarket promotions would be unnecessary, the British Retail Consortium said.
