Drinkaware acts to improve its image

11 July, 2008

Drinkaware is preparing

a range of

responsible drinking campaigns as it looks to silence its critics.

A range of retailers has agreed to install Drinkaware-branded POS signs to en-courage sensible drinking over the next couple of months. The group is also working to redevelop its website with new interactive elements for visitors.

Fresh campaigns

later this year will also target

"at risk" groups - teenage drinkers and "consistent" adult drinkers who are unaware of the potential health risks of drinking to excess.

Criticism of Drinkaware has grown

in recent months, amplified by the abrupt departure of chief executive Jean Collingwood after less than a year in the job.

One industry source told OLN there was frustration at perceived disagreements between trustees, who range from

industry officials to health professionals, adding: "There's been a considerable amount of funding and you have to question how the money

is being used."

Derek Lewis, who became chair of the

trust four months ago, admitted the group had to raise its profile. " There has perhaps not been as much happening as there should have been, and I can understand those who say 'you've been around for 12-18 months but we haven't actually seen a great deal of activity'."

Lewis said Drinkaware was now "in business" and

had secured fresh support from major funding bodies.

A new chief executive

should be in place this autumn.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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