Purpose-The purpose of this paper is to investigate drinking patterns; attitudes towards alcohol consumption and alcohol related behaviours amongst differing groups of young adults. A further aim is to investigate whether the drinking behaviours of undergraduate populations can be considered to be representative of young adult behaviours in general. Design/methodology/ approach-Four groups of young adult alcohol consumers were identified. The participants in the first two groups were aged between 18 and 23, one group being undergraduates and the second non-graduates in work. Participants in the second two groups were aged between 24 and 29, one group comprising graduates in work, the second non-graduates in work. 120 questionnaires were completed; thirty in each sample group, with an even gender distribution. Follow up one-to-one interviews were carried out with representatives from each group. Findings-Although a small study it is evident that whilst there are some similarities in behaviours between the differing sample groups significant differences in alcohol related behaviours dominate. Practical Implications-The results suggest that utilising the results of research carried out amongst student populations to inform government policies with regard to the behaviour of young adults in general is unlikely to be successful in changing drinking behaviours. Originality value-This paper produces new insights into current drinking cultures and attitudes towards drinking in differing groups of young adults. Specifically it compares behavioural norms between graduate and non-graduate populations challenging much current research which is based upon student samples as being representative of the young adult population as a whole.

This paper investigates differences between perception and actual consumption of alcohol in young adults within the UK suggesting that inaccurate information in the public IntroductionAs Birkitt (2007) and others discuss, anti-social usage of alcohol is now a major topic of public concern because, whilst accepting consumers' right to choose to consume alcohol, alcohol misuse is both financially and culturally damaging to society (AHRSE, 2004). It also prevents the individual's ability to operate within the confines of expected cultural norms (Birkitt, 2007;Ritchie et al, 2008). Legislators face pressure in balancing the fiscal and health needs of the nation. In responding to excess alcohol consumption concerns no government advocates abstinence both because of the financial implications (the UK whisky industry alone had sales in 2007 of £3.8Bn, (Mintel, 2008)) and the unsuccessful efforts to introduce temperance or abstinence during the mid nineteenth and early twentieth centuries. In addition the Government's ability to moderate price successfully, although an issue of current debate between Government and the licenced trade, is likely to be severely limited (Eley, 2008;Parkinson, 2008). Therefore most government policies are focussed on encouraging moderate drinking cultures. However the successful adoption of this behaviour assumes that government and users have accurate information about what they are drinking.This paper suggests that inaccurate information in the public domain may hamper those seeking to drink safely and the development of moderate drinking cultures; it also challenges the notion that simply improving information will change behaviours. The aim of this paper is therefore to develop our understanding of the perceptions of 'safe limits' and alcohol units amongst the young adult (eighteen to thirty) population and contrast it with actual consumption behaviour.The literature review identifies issues influencing the development of current government and medical body policies intended to encourage moderate drinking behaviours. It then discusses the unit of alcohol system and a range of drinking cultures as they relate to the UK.The results demonstrate how inaccurate information may well be preventing the development of safe drinking behaviours within the young adult population. However they also indicate that knowledge of safe drinking limits may not translate into safe drinking in practice. The paper concludes by suggesting that these results indicate that current government policy to encourage moderate drinking behaviours may be confusing, poorly targeted and too simplistic in its assumption of how behaviours can be affected.