Drinks industry 'vastly exceeds' target to remove 1bn units

By Gemma McKenna

Published: 19 December, 2014

The drinks industry has "vastly exceeded" its target to remove 1 billion units of alcohol from the UK market two years ahead of schedule, a report from the Department of Health has confirmed.

Overall, between 2011 and 2013, the level of alcohol in products has fallen by 1.9 billion units, of which 1.3 billlion is estimated to have been brought about by reducing products' abv. This means the alcohol industry exceeded its Responsibility Deal pledge, promised by the end of 2015, by 0.3 billion units - a full two years' ahead of schedule.

unit reduction Contribution to alcohol unit reduction, by product, from 2011 to 2013Source: Department of HealthBeer played the biggest role in cutting abv content - overall the number of units fell by 1.3 billion in the three-year period.

The reduction in the number of units from 2011 to 2013 has mainly been achieved by a fall in the average strength of beer, which has come down from 4.42% in 2011 to 4.14% in 2013. This accounted for 1.2 billion of the total 1.3 billion reduction.

Average abv fell in all product categories, except for spirits, where there was a slight increase from 36.85% to 36.92%. Overall the average abv fell from 7.49% to 7.28% between 2011 and 2013.

Wine also saw abv fall by 0.3% to 12.9% abv between 2011 and 2013.

Public Health Minister Jane Ellison said: "It is excellent news that, working with industry, we have removed over a billion units from the market in less than three years. This shows a commitment from all sides to help people get into healthier drinking habits for life."

WSTA chief executive Miles Beale said: "This is an incredible voluntary effort from the industry, which has vastly exceeded an ambitious target two years ahead of schedule.

"It is yet another example of real progress being achieved by government and industry working in partnership to promote responsible drinking and tackle alcohol misuse.

"The industry has a vital role to play in tackling harmful consumption and is committed to building on this progress and delivering on its Responsibility Deal pledges, including publishing guidance on the responsible retail of alcohol by the end of the year."

Henry Ashworth, chief executive of the Portman Group and chair of the Responsibility Deal Alcohol Network, said: "This is a fantastic result achieved through the collective efforts of producers, retailers, wholesalers and pub groups, supported by government.

"We have exceeded a voluntary target to remove 1 billion units of alcohol from the UK market by growing a new market for lower alcohol drinks. This is yet more concrete evidence of what can be achieved when government and industry work in partnership, responding to a growing consumer demand for lower alcohol drinks; further proof that our drinking culture is changing."

Brigid Simmonds, chief executive of the BBPA, said: "Our brewers have made a fantastic contribution in delivering the pledge in two ways.They have adjusted the strengths of certain products, and have brought new, innovative, great-tasting lower strength products to consumers.

"We are seeing increasing interest from consumers in lower strength beers, and innovation in the tax system, with the Chancellor's 50% beer duty discount for beers below 2.8% in strength, has also created an incentive, showing the benefits to be gained by encouraging both producers and consumers with lower taxes for lower-strength drinks like beer."

The Department of Health drew on data from HMRC, as well as Nielsen and CGA figures, to compile its Responsibility Deal: Monitoring the number of units of alcohol sold - second interim report.

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