The Wine and Spirit Association (WSTA) and the Drinkaware Trust are launching a new campaign to encourage a responsible drinking culture. It is designed to complement the Government’s ongoing “Know Your Limits” campaign on unit awareness.
More than 12,000 store including Tesco, Sainsbury’s, Asda and Marks & Spencer, will take part in the point-of-sale campaign called “Know Your Drinks”, which launches today (July 21).
Consumers will be provided with advice and guidance at point of sale via stickers and posters that will outline the alcohol content of individual drinks, as well as provide tips and hints about how to enjoy alcohol in a “non-harmful manner.” For instance one execution says: “Enjoy alcohol responsibly…. when you drink, have a bite to eat.”
The messages are in line with Government advice to consumers that it is not recommended to regularly exceed daily unit guidelines, which recommend two to three units for women and three to four units for men.
Public health minister, Dawn Primarolo, says: “To make an informed choice about alcohol, people need clear and accessible information. This campaign is a good example of industry taking responsibility for their sales and empowering the customer to make better choices.”
The campaign will be extended into Christmas with seasonal messages about alcohol to take centre stage during a period of the year when alcohol intake increases substantially.
The new campaign launches on the same day that a report commissioned by the Home Office on the sale and production of alcoholic drinks says that most pubs, clubs and bars are routinely guilty of “irresponsible practices” and promote underage and binge drinking.