Asda and Diageo tackle alcohol at home

Asda has teamed up with drinks maker Diageo to launch a responsible drinking campaign to help consumers keep track of how much alcohol they consumer at home.


Asda with give away 20,000 unit measuring cups during the bank holiday weekend to help customers pour accurate measures.

The supermarket will stage a “UNITversity Challenge” experiential activity to challenge shoppers on their knowledge of how many units are in average drinks.

The activity is part of both companies’ ongoing commitment to the Government’s Responsibility Deal.

Diageo is also trialling an interactive DrinkIQ kiosk in Asda’s Milton Keynes store to help shoppers check how much they’re drinking on different social occasions.

The partnership comes as new research from Liverpool John Moores University reveals that the number of people admitted to hospital from drink-related conditions rose 44% between 2004/05 and 2009/10.

It coincides with the third annual Drinkaware campaign under the “Why let good times go bad” strapline, which also launches this weekend.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here