Drinkaware acts to improve its image
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.
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.