Diageo helps build alcohol awareness

23 October, 2007

Unit calculators are being handed out to people visiting Diageo’s Cardhu Distillery this week in support of Scotland’s first Alcohol Awareness Week.

The campaign, which began yesterday and runs until Oct 27, has been set up by the Scottish government, the alcohol industry, health services and the voluntary sector to increase consumers’ understanding of alcohol units and help them make more informed decisions about what they drink.

Distillery staff will also be wearing special Alcohol Awareness Week T-shirts and Diageo will air two responsible drinking ads in Scotland during the campaign.

Helen Gardiner, visitor centre manager for Cardhu Distillery said: “Diageo is a key supporter of initiatives such as this which have an important role to play in promoting responsible drinking in Scotland. It is essential that we all get to know the number of units in our drinks so we can make informed choices and take responsibility for our own consumption”.

Retailers are also being encouraged to take part in the initiative. To download a tool kit that includes POS material, shelf wobblers, in-store sampling ideas that focus on unit awareness and a unit calculator wheel, visit www.alcoholawarenessweek.co.uk




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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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