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Britain finds itself in a 'binge epidemic'. There has been a 50% increase in alcohol expenditure within the last decade, making UK per capita consumption one of the highest in Europe (Plant & Plant, 2006; BMA Board of Science, 2008). This trend is not one of the general population, but rather one led by the youth. Over 80% of alcohol sold in Britain is consumed by 20% of the population (Office for National Statistics, 2003) and an estimated 28% of all drinks sold in the UK are consumed in 'binges' (Godfrey, 2004).