Producers improving' nation's drinking habits

Published: 23 July, 2008

Alcohol companies are helping to improve drinking habits in the UK, according to a new survey.

Producers' marketing campaigns and responsible drinking messages are now appearing extensively on alcohol packaging and advertising, figures from the Portman Group show.

All Portman Group companies - responsible for manufacturing 60% of the alcohol sold in the UK - are now unit labelling their drinks.

In 2007, the Drink Aware Trust website, drinkaware.co.uk, and other responsible drinking messages appeared on 3 billion drink containers and 150 million worth of print, poster, cinema and TV advertising campaigns.

Other statistics from the survey suggest the amount of adult harmful drinkers has fallen since 2001 with a specific reduction in the number of 16 to 24-year-olds binge drinking since 2003.

David Poley, Portman Group chief executive, said: "Producers are improving the nation's drinking culture by promoting responsible drinking messages across their marketing. This commitment to responsible business and consumer education is helping to create a better, healthier drinking culture."

Jean Collingwood, Drinkaware chief executive, echoed these sentiments.

She said: "The Drinkaware Trust is working alongside the industry to positively change the national drinking culture. We are about encouraging sensible drinking and welcome responsible measures that inform, educate and promote a drinking culture of informed choice to consumers."

The Drinkaware website attracts some 4.2m hits and 125,000 visitors every month.

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