The Diary is heartened to see Sainsbury’s taking the subject of binge drinking among teenagers and 20-somethings seriously. Upon approaching a birthday that would be better celebrated with a fine wine, a female acquaintance of the Diary was thrilled to receive a “birthday pack” from Sainsbury’s. So far so good for the direct marketing team. However, all the said acquaintance was being offered was a free six-pack of Heineken, which the accompanying literature says is “the perfect gift”. Which leads the Diary to assume that Sainsbury’s direct marketers are so concerned about alcohol consumption among youngsters that they are instead giving away as much of it as possible to their parents.