With so many reports suggesting we are officially a nation of cut-price booze-swilling binge drinkers, some of the results of the latest major survey into British lifestyles have come as a bit of a surprise.
According to the report from the Office for National Statistics, more people are actually giving up alcohol. In 1998, for instance, the annual study called the General Lifestyle Survey showed 10.
And leading the trend, so the survey suggests, are women, 18 claim to have kicked the habit for the good of their health, while 22% said they don't drink any more because they simply don't like it.
And perhaps as a knock-on effect of the booze-free movement, there were fewer alcohol-related deaths recorded that year too (367 fewer in 2009 than in 2008).
Many studies suggest a little alcohol is good for you - especially your heart - but drinking too much is strongly linked with serious health problems such as liver disease, high blood pressure and cancer.
Of course another good reason to take the alcohol-free pledge is you wouldn't get any more hangovers.
Have you given up booze - and of so, why?