A rise in alcohol-related illnesses across the UK is due to a gradual increase in the level of consumption by Brits, it has been claimed.
A development which could prove costly for individuals who drink excessively but who do not have comprehensive
life insurance cover in place.
Dr Rachel Seabrook, research manager at the Institute of Alcohol Studies, said a cultural shift has taken place and it is now more acceptable for people to drink to excess than it was a few years ago.
She commented: "We've been consuming more and more alcohol and the sheer quantity that we drink has been gradually increasing without anybody noticing."
According to Alcohol Concern, almost 100,000 people could die over the next ten years as a direct result of their drinking.
Research by the organisation showed there has been a trebling of deaths from 3,054 in 1984 to 8,999 in 2008, as consumption has increased over the past 25 years.
InsureandGo offers life insurance for anyone worried about the effects of excessive alcohol intake.
