Drinks industry smashes targets by cutting more than a billion units from the market

20 December, 2014

Ashworth: growing market for lower-alcohol drinks

The number of alcohol units sold in the UK dropped by 1.9 billion between 2011 and 2013, according to new Department of Health figures.

It said 1.3 billion of the units cut from the market came as a result of the drinks trade reducing the abv in products and championing lower-alcohol drinks.

The drinks industry pledged to remove a billion units from the market by the end of 2015 under the Responsibility Deal it signed with the government, but the figures show it has smashed its target two years early.

Henry Ashworth, chief executive of the Portman Group and chair of the Responsibility Deal Alcohol Network, said: “This is a fantastic result achieved through the collective efforts of producers, retailers, wholesalers and pub groups, supported by government.

“We have exceeded a voluntary target to remove 1 billion units of alcohol from the UK market by growing a new market for lower alcohol drinks. This is yet more concrete evidence of what can be achieved when government and industry work in partnership, responding to a growing consumer demand for lower alcohol drinks, further proof that our drinking culture is changing.”




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