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Published:  23 July, 2008

Drinks giant Allied Domecq has announced that from April 2005, it is to progressively introduce a sensible drinking message in addition to alcohol unit labelling to all its spirits and fortified wine brands sold in the UK. The new labelling goes beyond labelling its products with the total number of units in the bottle. Under the group's Beyond Compliance' initiative, the new labels will also reiterate the government's daily-recommended number of units for men and women and state how many units of alcohol are in a standard drink. The bottles will also carry contact details of the drinkaware' website, from where further information and support can be obtained. The new labels will make their first appearance on bottles of Teacher's Scotch whisky, Harveys Bristol Cream and Malibu later this month. We believe that our announcement today represents another step in the process that will lead to consumers regarding drinking to excess and anti-social behaviour as being as unacceptable as drink-driving is today,' commented Allied's CEO, Philip Bowman.