Tesco is planning to launch a new labelling initiative on alcohol products sold in its stores to flag up the recommended weekly consumption that has been set in government guidelines.
The labels will be guidelines on the “reasonable” amount that can be consumed by men and women a week. They will be put on the drinks bottles and cans.
It is thought that the move is in response to the Government’s proposal to introduce stringent laws to curb irresponsible drinks promotions and demand a ban on alcohol advertising, which critics claim glamorises and encourages under-age drinking.
The initiative is expected to be rolled out later this year, as the details are still being worked out. One lager manufacturer says: “It is quite unfortunate that at a time when brand owners are trying to promote the message of sensible drinking, retailers such as Asda and Tesco offer ridiculous promotions that encourage binge drinking.”
A spokesman for Tesco says: “While we make no apology for offering our customers fantastic value through our promotions, we are also committed to promoting sensible drinking messages.”
The move also follows the recent proposal of a “traffic light” nutritional labelling initiative to tackle the obesity issue. As part of the initiative, Tesco stores will include red, amber and green coded information on fat, sugar and salt levels. The information will appear on 800 products initially and will sit alongside the existing calorie and carbohydrate measures already offered by the retailer.