As you flit from one holiday party to the next, it may come as no surprise that you end up drinking more than you would normally, assuming that you’re aware of just how much you’re drinking. According to a new study of drinkers in the UK—which likely mirrors the experience here in the U.S.—folks consume more alcohol than they admit—a lot more. The analysis* found that the discrepancy between self-reported alcohol consumption and actual alcohol sales was equal to 430 million "units" a week, or the equivalent of 44 million bottles of wine.

Unfortunately, many of us far too often underestimate how much alcohol we consume, according to other research. And while drinking moderate amounts of alcohol can come with heart-healthy benefits, unless you follow the guidelines of drinking in moderation—that’s at least one but fewer than 14 drinks per week, you can actually harm your heart. Excessive drinking also increases your risk of motor-vehicle accidents, emotional and family problems, certain cancers, and premature death. A recent study found that men who had more than 14 drinks a week increased their risk of early death by 13 percent; female heavy drinkers had a 7 percent higher risk.