Imagine it's Christmas Day... You might have been woken up at 5am by your over-excited kids, or perhaps you're sleeping off last night's party...
What's the first thing you reach for? A nice hot cup of tea? A glass of thirst-quenching water? Or a glass of Buck's Fizz?
According to a new survey, a quarter of us Brits will consume our first alcoholic beverage before 11am.
New research from i heart Wines reveal that 25% of UK adults will pop a bottle in the morning.
Many Brits are lacking festive spirit this year.
The rest of the UK will hang on an hour or so, at least until the afternoon, and sip their first festive drink at 12.44pm on Christmas Day.
It comes as little surprise that the festive period is seen as a time for overindulgence, with the new research showing that food and drink was voted the most popular festive pastime over Christmas!
Tucking into a roast turkey dinner with all the trimmings was voted the highlight of the festive season for almost half the nation (44 per cent).
In addition, according to the survey findings, the nation's favourite seasonal snacks include pigs in blankets (33 per cent), mince pies (26 per cent) and turkey sarnies (21 per cent).
Meanwhile, a classic white wine was voted Britain's favourite festive tipple, followed closely by Prosecco (32 per cent), red wine (29 per cent) and Champagne (23 per cent).
However, some of those who took part in the research said they'd prefer to skip the holiday altogether!
A quarter of Brits want to skip Christmas this year, while one in 10 - that's 13 per cent! - actively dislike the festive season.
Commenting on the survey findings, Dani McDonald, Brand Manager at i heart Wines, said: "As the research suggests, many Brits are lacking festive spirit this year. We therefore want to make Christmas that little bit more sparkling for everyone."
She continued: "At i heart Wines, we put our passion into creating great tasting wines to enjoy, whatever the occasion. Whether you're looking for a warming winter red or a bottle of fizz to toast the festive season, i heart Wines has something to suit every pallet."
Anybody else feeling thirsty?
Do you enjoy a festive tipple on Christmas Day? Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think!