Hubert Sacy, Director General, Éduc’alcool

Quebecers have a healthy approach to alcohol. While, over the past five years, drinking habits have become more regular and the consumption of wines and spirits has continued to grow, problems related to excess consumption have not increased. Consumption is primarily associated with friendly get-togethers, and the context within which people drink is overall very responsible.

However, three to five percent of the population still drink to abusive and indeed dangerous levels, seven percent of drivers admit to having taken the wheel with a blood alcohol level above the legal limit, and, in certain sectors, awareness of the issues surrounding alcohol use is on the decline.

But most Quebecers are also thirsty for knowledge - about the impact that alcohol has on health, about how to talk about drinking with children, and about how to drink more responsibly. The credibility of Éduc’alcool has reached an all-time high, and the organization is committed to responding to this need for information in the coming five years.

Such were the main findings of a major five-year study conducted by CROP on behalf of Éduc’alcool.

A portrait of stability

Perhaps most striking among the results of the 2007 survey on Quebecers and alcohol is the extent to which responses were similar to those of the study conducted five years ago. Consolidation of the attitudes and opinions expressed indicate that many are either identical to those gathered in 2002 or are within the defined margin of error. This is most notably the case with respect to the social acceptability of alcohol, the circumstances surrounding consumption, and the attitudes and opinions of Quebecers.

However, consumption habits are clearly changing. While eight to ten Quebecers still consume alcohol, wine has strengthened its position as the beverage most often consumed by the greatest number of people, i.e. three-quarters of Quebecers. And while beer is consumed by two-thirds of the population, its consumption is stable and has in some cases declined, although the consumption of spirits appears to be on the incline, with one in two Quebecers partaking.

Moderation - an integrated value

“We are of course delighted to see that the Éduc’alcool slogan, ‘Moderation is always in good taste,’ is the best known in Quebec,” stated Mr. Dubuc, chair of Éduc’alcool. “The fact that almost all Francophone Quebecers and more than eight out of ten non-Francophones are familiar with it is very impressive. But even better news is the extent to which it has been integrated into people’s day-to-day lives.”

Éduc’alcool is also pleased to note that the average consumption of alcohol in Quebec is only slightly more than four standard glasses per week and that just two and a half glasses are consumed on average per occasion. This level corresponds to the definition that Quebecers have given to the concept of moderation, and it is after this point that they believe it becomes criminal to drive a vehicle.

The organization is also pleased that the vast majority of Quebecers consume alcohol in locations and settings that reflect this moderation, i.e. their own homes, the homes of friends, or in restaurants. The fact that consumption circumstances are described as sociable rather than dependent is also reassuring. And the fact that three Quebecers in 10 say they drink alone, which represents a 10 point increase in the past 15 years, seems due more to the higher number of people living alone than to an increase in problem drinkers.

Necessary vigilance, real problems

“Despite this encouraging news, we must continue to be vigilant,” continued Mr. Dubuc. “We cannot remain indifferent to the fact that consumption indicators are on the rise, even though in most cases they remain below the risk threshold. Half of Quebecers consume alcohol at least once a week, and the percentage of consumers who have a drink every day has doubled in five years.”

Éduc’alcool remains very cognizant of the fact that, while still a small minority, seven percent of Quebecers consume more than five glasses per occasion at least once a week and, more disturbing, three percent of these people drink more than eight glasses per consumption occasion at least once a week. This statistic is both problematic and dangerous. It has become more important than ever to emphasize that drinking to excess, even once, is once too often.

It is also alarming to note that almost seven percent of Quebec drivers admit to having driven a vehicle with a blood alcohol level above the legal limit.

The organization applauds the fact that almost all Quebecers are aware of the recommendations it has published for pregnant women: abstain from alcohol altogether, from the moment one decides to become pregnant until the baby is born.

However, no doubt because irrefutable scientific proof does not exist on this subject, the majority of Quebecers believe that an occasional drink during pregnancy carries only a low risk or none at all for the foetus. It is therefore not surprising that almost one third of Quebecers consider it acceptable for a pregnant woman to have a drink in moderation once in a while.

Upcoming projects

The study on Quebecers and alcohol has provided Éduc’alcool with significant data on the work that remains to be done. Not only is it clear that the organization must soon launch a new awareness campaign about pregnancy and drinking. However, the campaign will be designed to respect women’s intelligence, not provoke pressure from family and friends. The survey results on the issue are anything but ambiguous. We will continue to recommend that pregnant women and those who plan to become pregnant abstain from drinking, and ask friends and family to respect that choice.

“Another lesson that has emerged from the survey is that we must never sit back or abandon our awareness efforts,” affirmed Mr. Dubuc. “It is troubling to note that today just four out of 10 Quebecers are aware that there is as much alcohol in a standard glass of beer as in a glass of wine or spirits. This figure was 53% five years ago. The explanation is simple: over the past five years, we have done little to reinforce this information.”

The results are unequivocal: Quebecers want to continue to be made aware of their responsibilities when it comes to the consumption of alcohol.

Heartening credibility carries a responsibility

Éduc’alcool is well placed to respond to this need for information. The organization’s credibility rating has reached 82%, eight points higher than what was already an impressive figure five years ago. Among the teens that Éduc’alcool has been tracking since childhood, 98% view it as a credible organization.

“Beyond the numbers, this statistic is heartening and strengthens our commitment. It is a clear recognition of the work that we have accomplished and an equally clear reinforcement of our responsibility to pursue this work to ensure that Quebecers continue to improve their habits when it comes to alcohol and live the credo that moderation is always in good taste,” concluded Mr. Dubuc.

Conducted among more than 1,100 Quebecers, who were interviewed for more than 19 minutes on average, the survey - the fourth of its kind since 1991 - has allowed the relationship that Quebecers have with alcohol to be studied and compared over the past 15 years.