Ski marshals in Austria and Italy will soon be giving breathalyzer tests to skiers and fining any who are found to be guilty of drunken skiing.

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Research by Churchill Travel Insurance suggested 23 percent of British skiers say it will not stop them from drinking, with half saying booze and skiing go hand-in-hand, Sky News reported Sunday.

Only 34 percent of drinking skiers wait until the end of the day to down their first, the survey found, while 15 percent say they drink at lunchtime and throughout the day.

"Our research shows that Britons are not taking the dangers of drinking and skiing seriously," said Paul Whymark, head of Churchill Travel Insurance.

But Italy's new safety regulations may be working, as accidents on the slopes are down by 10 percent, with nearly 1,500 fewer people suffering injury.

Whymark said drinking is just one element, but the ski police are encouraging safer skiing for everyone on the slopes.