In 1950, Brits drank an average of 3.9 litres of pure alcohol per person. Then, in 1960, it begins to creep upward. The upward trajectory ends in 1980, but that turns out to be temporary. By the late 1990s consumption is rising rapidly again. Come Peak Booze, in 2004, we were drinking 9.5 litres of alcohol per person - the equivalent of more than 100 bottles of wine.