BACKGROUND: Rising living costs and changes to alcohol taxation influence drinking behaviours. This study aimed to examine associations between financial hardship and alcohol reduction attempts in the context of a cost-of-living crisis and alcohol tax reforms in Great Britain.

METHODS: We analysed data from 6063 adults (≥18 years) drinking at risky levels (AUDIT-C ≥5) participating in a nationally representative survey during January-March 2023, 2024, and 2025. Data were analysed cross-sectionally and pooled across years for the primary analysis. Participants were asked whether they had attempted to reduce their alcohol consumption in the past year and, if so, whether the most recent attempt was motivated by cost. They also reported their level of alcohol consumption, perceived financial situation, housing tenure, past-year rent/mortgage arrears, and past-month psychological distress.

RESULTS: Overall, 38.3% [36.9-39.7%] reported attempting to reduce their alcohol consumption, and 7.3% [6.5-8.1%] reported cost as a motive for these attempts. Cost-motivated attempts were strongly patterned by socioeconomic circumstances, being most common among those experiencing financial hardship, younger adults, women, those drinking more heavily, and individuals with elevated psychological distress. Odds of cost-motivated reduction attempts increased progressively with greater financial hardship (e.g., adjusted OR up to 5.42 [95%CI 3.13-9.40] among those finding their financial situation very difficult vs. those living comfortably). By contrast, there was no clear association between hardship and alcohol reduction attempts in general. Associations between hardship and cost-motivated reduction attempts were consistent across levels of alcohol consumption, psychological distress, and survey year.

CONCLUSIONS: Amid the cost-of-living crisis and recent alcohol duty reforms, cost has emerged as a key motive for alcohol reduction attempts among adults drinking at risky levels, particularly those facing financial and psychological vulnerability. Support for these groups is critical to ensure cost-driven attempts translate into meaningful reductions in alcohol-related harm.