The site, my.drinkaware.co.uk, is targeted at drinkers aged 30- to 44-years-old who are aware that they might need to moderate their drinking. It forms part of Drinkaware's 'What's Your Excuse' campaign.
The site comprises an online unit calculator and drink diary tool that provides personalised feedback on risk levels based on users' alcohol consumption and displays data in units, calories and cost.
According to the charity's research, the average adult cites a bad or stressful day as an excuse to consume up to four drinks on a typical evening at home.
The statistics highlight that the British public are much more inclined to reach for the bottle in response to a negative experience, such as a stressful day (65%) or a bad day at work (53%), than as a result of having a great day (15%) or good day at work (17%).
While stress is cited by both sexes as the primary reason to have a drink at the end of the day, more women (73%) than men (57%) list this as their top excuse.
This article was first published on marketingmagazine.co.uk