As many as one third (33%) of UK adults admit that drinking too much has led to them being unable to do their jobs properly the following day on at least one occasion during the last year.

According to research out yesterday these patterns of drinking are not helped by a lack of knowledge about units and consumption. More than a third (37%) of 18-24 year olds don't know how many units they drink in an average week; only how many drinks. Of the rest, half of them think the number of drinks equals the number of units

In research, conducted by Diageo Great Britain, as part of its efforts to encourage responsible drinking, 5,436 UK adults were quizzed on their lifestyles and drinking habits, with 18-24 year olds (of whom 1,858 were surveyed) being revealed as the age group that has by far the most relaxed view of the impact that drinking too much can have on their day-to-day life.

The Diageo study broke the respondents down into six types of drinker: sporting heroes; sassy senoritas; good time guys; career cadets; aspiring achievers and party people. Each group in the full report is given tips on how best to drink responsibly from a leading psychologist Dr Linda Papadopoulos.

The Sporting Heroes

· Male, university educated and now holding down a professional job
His drinking habits:
· He tends to buy in rounds with university or work friends at his favourite haunt, the pub (93%) where he often spends time drinking watching or after participating in sports activities.  He may also play drinking games.
What worries him?
· Nothing much.  Despite 62% having suffered drink related memory loss in the past year and 39% admitting that  drinking too much has impacted on their ability to do their job properly, less than one fifth cited either of these events as a concern.

Sassy Senoritas

· Female, 53% started their working career in their late teens with many still living close by, or with their parents.
· Friends is a key priority (24%) with settling down (11%) still high on her list.
Her drinking habits:
· 16% drink more than 7 units on the average weeknight , with one-fifth drinking more than 10 units per weekend.
· She's not too choosy about her tipple, drinking ready to drinks (RTD's), vodka and wine
What worries her?
· The tongue-loosening effect of alcohol: 69% admitting to having said something that they regretted the next day over the past 12 months

Aspiring Achievers

· Female, university educated and likely to live in one of the UK's major cities.
· Well travelled, she is the most likely of all groups to have visited Asia, Australia and South America in the past five years (29%, 12% and 11% respectively).
Her drinking habits:
· She is more likely to drink at home (95%) or at a friend's house (81%)
· When she is out, she is likely to be found in winebars (37%) and gastropubs (26%)
· She is likely to spread her drinking during the week and at the weekend, she is the least likely to drink too much.
What worries her?
· Just one in five were concerned about saying something they'd later regret or suffering memory fade.
· Her priority is spending time with their family or friends (49%), followed by her career (32%), although she's happy to put off settling down.

Party People

· Male or female and at the younger end of the 18-24 spectrum.
· They are likely to live at university but go back home to parents during the holidays.
His/her drinking habits:
· Frequents student bars (72%), they drink similar amounts at weekends as during the week
· Party People are not fussy when it comes to their choice of drink.
· The Party Person also suffers from the loose tongue effect, similar to Sassy Senoritas.
What worries them?
· The Party Person's major concern is waking up next to a stranger (30%).
· Many are focused on the next stage in their life, with a priority for 37% being their career.

Career Cadets

· Male, aged at the younger end of the 18-24 spectrum, independence is key.
· He's on his first job since leaving college or university, with the social highlight being the annual, much discussed trip with mates to the Balearic Islands (34%).
His drinking habits:
· The Career Cadet is the most likely type to drink after work with his colleagues (46.2%)
· The preferred tipple for the Career Cadet is beer (87%).
· 77% find that alcohol gives them the confidence to chat up someone they fancy
What worries him?
· One of his biggest concerns when drinking is getting into a confrontation (28%). or having an argument with his friends, girlfriend or family (26%).
· His highest priority is his career (39%) although 28% admit to having been unable to do their job properly due to the effects of drink.

Good Time Guys

· Male, aged 18-24, he went straight into work at 16 but sees work as a means to live rather than as a career.
· 55% have lived in the same area all their lives, with extended family close by.
His drinking habits:
· 59% of Good Time Guys save up all their drinking for the weekend with friends.
· Good Time Guys preferred tipple is overwhelmingly beer (90%).
· He is the least likely to drink in gastropubs (just 4%) or winebars (10%) as he feels uncomfortable here.
What worries him?
· Likely to have danced or sang embarrassingly as a result of drinking alcohol in the past year (58%).
· He is however concerned that when he drinks that bit more, he is likely to become someone he is not - perhaps aggressive (27%), or an argument with friends, his family or his girlfriend (17%).

Kate Blakeley, head of social responsibility, Diageo Great Britain, said: "For the vast majority of us, drinking alcohol is an enjoyable and sociable experience. However we recognise that some people, particularly within the 18-24 year old age group, can at times drink irresponsibly, which may result in a good night turning bad. We hope that people in this age group will be able to identify with one of these drinker types, with a view to taking on board Dr Linda Papadopoulos' tips on how to best manage their alcohol consumption, so making sure that every night out is a night to remember for all the right reasons."