Less than half of 40 to 64 year old drinkers in the region – the age group most at-risk of alcohol-related health harms – have tried to reduce their drinking, new figures reveal.

It comes as research shows one in five think they will have increased health problems in the future if they continue to drink at their current level.

Alcohol education charity Drinkaware released the new figures to coincide with the launch of its Drink Free Days campaign, aimed at encouraging mid-life drinkers to moderate their consumption by taking at least three drink-free days every week.

One in three mid-life drinkers regularly drinks six to eight units of alcohol on a single occasion (a bottle of wine typically contains 10 units). Government guidance recommends not drinking more than 14 units across a whole week.

Drinkaware Chief Executive, Elaine Hindal, said: “The reality is that the more you drink, the greater the risk for your health. If you drink regularly, one of the most simple and effective ways to improve your health and wellbeing is to have several drink-free days each week.

“My advice to incorporate more drink-free days into your week is to plan ahead. Think about the situations that usually involve alcohol and plan what you will do instead of drinking. There are loads of things you can do to make drink-free days fun, from taking long walks to trying a new dance class.

“Whatever you try, the key is for drink-free days to become part of your routine. Your body will thank you.”

As part of the campaign, Drinkaware is encouraging people to use its DrinkCompare online tool to help them compare their drinking to the rest of UK and receive tailored information about the benefits of taking drink-free days.

As well as advice and facts, Drinkaware’s website has a hub of ideas and inspiration on activities people can do on drink-free days, including taking up regular exercise, trying a new hobby and even going for something outside of your comfort zone such as outdoor swimming.

For more information visit drinkaware.co.uk