The latest shot from the temperance, sorry "responsible drinking", lobby is that people are undereporting how much they drink. Apparently there's a big gap between the amount of alcohol sold and the amount people say they drink.
It reminds me of a guy I used to work with who went to his doctor's for a health check. The nurse asked him how much he drank a week and when he told her she started saying, "That's quite a lot isn't it? Do you know about the Government guidelines on units per day?" and he said he thought to himself, "Actually, I've only told her what I drink in the week, not what I drink at weekends."