Diageo and Tesco in drinks initiative

Drinks giant Diageo and Tesco are targeting shoppers with a responsible drinking message, in what is understood to be the first such initiative between a supermarket and a drinks producer.

The campaign will include “reminders” around Tesco stores on how to consume alcohol responsibly. The messages will include: “Alternate drinks with water to stay refreshed”, “Think about how you are going to get home before you leave home” and “Eating before or while drinking slows down alcohol absorption”.

David Smith, sales director at Diageo GB, says: “We believe that our ground-breaking initiative with Tesco is an important step in working with other members of the drinks industry in helping tackle the excessive consumption of alcohol.”

The new programme will undergo regular review to ensure it remains effective, and that customers are continually encouraged to think responsibly when enjoying alcohol.

Last year Diageo launched a high-profile television campaign promoting sensible drinking, created by Abbott Mead Vickers.BBDO, which ran nationally in May this year. New research from the company claims that responsible-drinking TV advertising “works”, with two in three people likely to consider drinking sensibly having seen the campaign.

Philip Almond, marketing director at Diageo GB, says: “The consumer response to our first national responsible-drinking campaign is encouraging, showing that the advertisements do have an impact on people’s attitudes. We will continue to work with all our partners so consumers can make informed choices and drink responsibly.”

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