It’s one of the oldest clichés in the book. You go to a party, get completely hammered, and wake up in bed with a dodgy PR firm.
Today’s ill-advised hookup is a threesome between The Express, The Mirror and a non-alcoholic drinks company called Sweet Lady Beverages, who claim that “the average Briton will spend five years of their life with a hangover“.
Before we look at the article itself, a quick sanity check. Life expectancy in the UK is roughly 80 years, and it’s unlikely people are going to experience hangovers before the age of about 15 or so. So, at maximum, that gives the average Brit about 65 drinking years. If the Express‘s statistics are true, we spend 8% of our adult lives hung over – we would spend more time hungover than we would eating. It’s amazing anyone gets anything done.
The article goes on to say that:
“[Britons] will suffer the ill effects for a whole day – usually a Sunday – at least once a week between the ages of 21 and 38.“
Bear in mind that this an average. According to Sweet Lady Beverages, the average person is hung over every week until the age of 40, and those hangovers last all day. That sounds a tiny bit excessive. After all, one – much more scientific – study found that having even just one hangover per month over an extended period is linked to a major increase (around 2.36 times) in heart attack risk.* And yet somehow, we’re not dropping like flies.
As far as I can tell – there’s no information about this survey available on the web outside these two articles – Sweet Lady Beverages simply asked visitors to its site to answer some questions about hangovers. There’s no published methodology; in other words, they don’t say what questions were asked or what precautions they made to make sure they had a fair sample.
For instance, they could have asked
It would certainly explain the odd results they got.
The Sweet Lady Beverage company is quoted by the Express as saying
The message we can take from this is simple – by reducing our alcohol intake we can reduce the amount of time feeling wretched.
Oddly on-message for a company selling alcohol-free drinks, wouldn’t you say?
* I can’t find many good scientific studies of hangovers. A lot of them are rather hamstrung by the fact that surveys usually take place in university, and therefore involve university students – not very representative of the drinking habits of the wider population! Nevertheless, this paper suggests that only 15% of the population have more than hangover per month.
Edit: The Daily Mail has now picked up the story too.