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The holidays are a time to celebrate. And for many people “celebrating” involves alcohol. So it’s no surprise that people tend to drink more alcohol during the holiday season. Diageo, which is the maker of brands like Johnnie Walker, Guinness, and Baileys recently conducted a study that found that 81% of American’s plan to celebrate in excess this holiday season. As a result, the brand has launched a new “Know When to Stop,” campaign. The mission of the campaign is to remind people to drink in moderation. In their words like all our favorite holiday indulgences – “less is more”.

As part of the campaign, Diageo commissioned a survey of 21+ consumers in the U.S. to gauge people’s feelings and attitudes toward holiday indulgences and experiences. As part of that study 45% of people admitted that they tend to eat and drink more during the holiday season than at any other time of the year.

According to a press release from Diageo other interesting findings from the study were:

  • 81% of Americans plan to do at least one thing in excess this year than they typically do.
    • Among those who plan to do at least one thing in excess, more than half (55%) admit they will eat more sweets and baked goods this year than in the past, while more than 2 in 5 will be binge-watching TV and movies (43%) and shopping (42%).
    • Close to 3 in 5 (57%) of this group will spend more time with loved ones this winter holiday than they have in the past.
    • More than 1 in 3 people (34%) plan to do more to decorate in excess, such as hanging indoor and outdoor decorations and setting up multiple trees; and younger adult generations are more likely than their older counterparts to decorate in excess. (Gen Z [41%], Millennials [36%] vs. Gen X [28%], Boomers [18%])
  • About 2 in 3 (65%) people admit they have a guilty pleasure they’d be embarrassed about, such as their food and drink indulgences or holiday spending habits.
    • Over 3 in 10 people (32%) with guilty pleasures confess they would be humiliated if people learned about their enjoyable weaknesses of holiday movies or TV shows, and about 1 in 4 people with guilty pleasures admit they’d be embarrassed for anyone to know how they feel about holiday-themed clothing or pajamas, like ugly Christmas sweaters (24%) and decorating (23%).

Do you intend to celebrate with alcohol this holiday season?

Read the complete press release here