Famously binge-drinking Britons booze even more on holiday, consuming the equivalent of eight pints of beer a day while sunning themselves or otherwise relaxing abroad, a study said.
And as they return home after the summer break, the government is urging Britons to treat "September as the new January," to resolve to get a grip on their drinking habits.
"Holidays are often a time to have fun in the sun, but forgetting about alcohol guidelines can play havoc with our health and wellbeing," said Chris Sorek, head of Drinkaware, a campaign promoting healthy drinking.
"Whether on holiday or back at home, habitually drinking more than is recommended can also lead to major health conditions like liver disease and cancer," he added, commenting on the government-backed study of 3,500 people.
British authorities have long struggled to contain a binge-drinking culture which makes some town centres no-go zones on Friday and Saturday nights. Attempts have been made to introduce so-called "continental style" moderate drinking habits.
Britons' reputation for drunken antics abroad is also well-known, typically involving stag nights in Prague or Budapest, or all-night benders in Spanish and other Mediterranean countries' bars.
Friday's study showed that the average British holiday-maker consumes 80 drinks over a holiday, which lasts some 10 days on average. That is equal to 80 pints of beer, or 80 large glasses of white wine.
In a statement designed to appeal to Britons as they head back to work after the summer holidays, public health minister Gillian Merron said: "It's all too easy to slip into the habit of drinking too much on holiday.
"And it's always hard to get back into a normal routine. But we should try to use September as the new January and make a pledge to be a little more healthy," she added.