British researchers have identified nine categories of drinkers as part of a a new campaign that focuses on heavy alcohol use, the BBC reported Sept. 17.

Focus groups conducted by the Department of Health in England found that people identified as heavy drinkers did so for a variety of identifiable reasons, allowing them to classify drinkers as Depressed, De-stress, Re-bonding, Conformist, Community, Boredom, Macho, Hedonistic, and Border-dependents. The research detailed specific characteristics and motivation for each category of drinker.

The study was done as part of a government crackdown on heavy drinking among adults age 35 and over. A pilot program has been developed to distribute information to 900,000 households explaining the link between drinking and medical conditions like cancer and liver disease, with information about treatment options. In addition, a website has been created that allows individuals to determine their own risk from drinking, and includes self-help manuals and a telephone helpline.

"This is a totally fresh approach to helping people understand the effects of their drinking habits and help them make changes for the better," said Dawn Primarolo, the U.K. public health minister.

If the pilot program in northwest England succeeds, officials plan to expand it to other areas of the country.