Researchers in Britain have they say identified nine types of "problem drinkers".
The researchers from the Department of Health say these people are costing the National Health Service (NHS) billions.
According to the NHS research those drinkers most at risk of liver damage and other alcohol-related illnesses, range from introverted types at home alone to macho exhibitionists at the pub.
The NHS hopes its research into the social and psychological characteristics of alcohol consumption will improve campaigns to reduce current drinking levels, which cost the NHS in England about £2.7 billion a year.
As part of the research a trial information campaign was launched in north west England but researchers say the problem is a tough one as there are many positive associations with alcohol among the general public particularly amongst those drinking at higher-risk levels.
Researchers say for these people, alcohol is embedded in their identity and lifestyle, so much so that challenging this behaviour results in high levels of defensiveness, rejection or even outright denial.
According to the research, people who regularly drink at least twice the daily guidelines - 35 units a week for women and 50 for men (twice the recommended limit) are heavy drinkers who fit into one of nine groups.
Characteristics of the nine types of drinkers include:-
Depressed drinker - someone in a state of crisis (recently bereaved, divorced or in financial crisis) where alcohol is a comfort and a form of self-medication, used to help them cope.
De-stress drinker - someone pressurised at work or at home leading to feelings of being out of control and burdened with responsibility, where alcohol is used to relax, unwind and calm down and to gain a sense of control when switching between work and personal life. (Partners often support or reinforce this behaviour by preparing drinks for them).
Re-bonding drinker - someone with a very busy social calendar where alcohol is the ‘shared connector' that unifies and gets them on the same level.
Conformist drinker - usually men who traditionally believe that going to the pub every night is ‘what men do' and justify it as ‘me time' where the pub is their second home and they feel a strong sense of belonging and acceptance within this environment.
Community drinker - someone who drinks in fairly large social friendship groups where the sense of community forged through the pub-group provides a sense of safety and security and gives their lives meaning and also acts a social network.
Boredom drinker - often a single mother or recent divorcee with restricted social life where drinking makes up for an absence of people, marks the end of the day - perhaps following the completion of chores.