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Drinkaware to relaunch with new image

Published:  04 June, 2009

Independent UK alcohol charity The Drinkaware Trust is to relaunch with a new brand image in a bid to get its alcohol education message across to a larger section of the British drinking public.

Drinkaware will now carry out its work under a new banner, 'For the facts', which aims to dispel some of the myths surrounding alcohol consumption.

'For the facts' contains a list of alcohol-related information such as a bottle of wine on average contains 600 grapes and British ale should be served at 54 degrees.
The list will be officially launched on Thursday to coincide with the relaunch of the charity's brand identity.

Drinkaware's chief executive officer, Chris Sorek says: "Alcohol has been around for thousands of years but there is still a world of myths and unknown facts surrounding it.

"Not everyone needs to know when the first beer recipe was produced or how many bubbles there are in a bottle of champagne, but it is important that people know how alcohol can affect their lifestyle and health.

"Seven out of 10 British adults don't know what the daily unit guidelines are.

"People tell us they don't want to be nagged or lectured about how much they drink - they want relevant and useful information so they can make their own decisions about what is right for them.

"Drinkaware is for the facts about alcohol - and that includes the quirky ones!"

The Drinkaware Trust was founded in 2007 and aims to arm consumers with accurate information on the effects of alcohol on their lives and lifestyles.

The new brand identity aims to ensure consistent use of the Drinkaware logo across 3.1 billion products annually.

The charity says that 'for the facts' strapline was positively tested in focus groups across the country.