The £100m anti-binge drinking campaign launched last week with the support of the Government and a coalition of 45 drinks companies and alcohol retailers, including Tesco, Asda and Morrisons.
A spokeswoman for Sainsbury’s says although it “wholeheartedly” supports the principles of the campaign, the work “duplicates rather than furthers our existing work in encouraging responsible drinking and as such we declined to participate in this specific event”.
She adds that Sainsbury’s takes its “responsibilities as a licensed retailer very seriously” and has launched a number of initiatives including introducing a Think-25 policy in-stores as well as adopting the Government’s guidelines on the labelling of alcohol.
The binge-drinking campaign is intended to run over the next five years in partnership with industry-funded charity Drinkaware and the Government.
Activity will include outdoor, drink mats in pubs and bars, on-pack and point of sale displays in retailers under the strapline “why let good times go bad”.
It aims to change attitudes towards drunkenness and reduce excessive consumption among 18-34 year olds by highlighting the benefits of “responsible enjoyment”.