The holiday season is synonymous with festive drinks – from creamy eggnog to spiced mulled wine. But a recent survey is revealing a troubling trend: a significant misunderstanding of the alcohol content in these popular beverages, coupled with potentially dangerous drinking behaviors. According to a 2026 survey conducted by the Institute for Social Research at the University of Michigan, a staggering 61 percent of drinkers incorrectly believe that drinks like eggnog, mulled wine, and hot toddies are equivalent to low-alcohol beer, typically around 3-4 percent ABV.
This widespread misconception is driving what researchers are calling ‘high-intensity drinking.’ The survey also revealed that 38 percent of respondents feel that these festive cocktails have the same alcohol content as light beer, while an additional 28 percent believe they can consume significantly more than their fair share. The Institute for Social Research defines high-intensity drinking as consuming eight or more drinks in a row for women and 10 or more drinks in a row for men, potentially leading to serious health and safety risks.
The phenomenon isn’t entirely new. Data from Henry Wechsler’s 1993 College Alcohol Study indicated that nearly half of college students engaged in binge drinking – typically four drinks for women and five for men consumed in under two hours. While the specifics have evolved, the core issue – underestimating alcohol potency – remains a consistent concern.
“The dose, makes the poison,” cautions Dr. Keith Humphreys, an addiction expert at Stanford University. “It’s crucial to understand that the amount of alcohol you consume directly impacts your body and judgment.”
What This Means for Consumers
This survey highlights a critical need for consumer education. Many popular holiday cocktails, especially those made with spirits, can contain significantly higher alcohol percentages than consumers realize. Pay close attention to the proof (alcohol percentage) of the spirits used and the size of your drink. Don’t assume a small, festive cocktail equates to a light alcoholic beverage.
Pros and Cons
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Pros:
Festive drinks can enhance social gatherings and create a sense of celebration. Responsible consumption, based on accurate understanding of alcohol content, can minimize negative consequences.
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Cons:
Misunderstanding alcohol content leads to overestimation of intoxication levels, increasing the risk of hangovers, injuries, and regrettable behavior. High-intensity drinking poses serious health risks, particularly for women.
Recommendations
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Read Labels:
Always check the proof of the spirits used in your cocktails.
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Start Slow:
Begin with a small drink and allow your body to process the alcohol.
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Alternate with Water:
Drinking water between alcoholic beverages can help you stay hydrated and slow down your consumption.
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Be Mindful of Your Limits:
Know your tolerance and stick to it.
As the holiday season approaches, it’s paramount to approach festive drinks with awareness and responsibility. Prioritize your safety and the well-being of those around you.
