Young British Women and Wine: Preloading is Safe Drinking.

Abstract

Purpose –This paper forms part of a larger PhD study at the University of Wales InstituteCardiff, entitled Alcohol Related Attitudes, Cultures and Behaviours in Young Adults;Challenging Perceived Wisdoms. The purpose of this work-in-progress paper is to investigatethe reasoning behind pre-loading with wine amongst young UK females between the ages of 18 and 30. Design/methodology/ approach –Two groups of young female adult alcohol consumers wereidentified. The participants in group one were aged between 18 and 30 and were either studying at degree level or had completed a degree; the participants in group two were aged between 18 and 30 and had never studied or completed at degree level. 650 questionnaireswere completed, 325 in each sample group. Follow up focus groups will be carried out withrepresentatives from each group. Findings –The results suggest that pre-loading is not always an issue related to safeconsumption habits, instead it may relate to the issue of personal safety and security. Furthermore, there are distinct differences of gender when the consumption of wine isconsidered within pre-loading and the public consumption arena. Practical Implications – More, accurate information should be available if personal safetyand security of consumers is to be increased within the public consumption arena. The perception that personal safety and security is more important than heavy wine-consumptionmay be leading to harmful behaviour on the part of young UK females.Originality value –This paper produces new insights into current wine drinking behavioursin differing groups of young UK female adults aged between 18 and 30. Specifically it compares behavioural norms between graduate and non-graduate populations.