Tesco is bringing Drinkaware’s new Find Your Balance campaign to life across its stores and online with a 20% Clubcard promotion across its entire range of low and no alcohol products until October 5th.

Drinkaware’s initiative, which is fronted by NHS GP and TV presenter, Dr Zoe Williams, and backed by new research, aims to make moderation more visible, accessible and achievable. The charity’s latest research suggests that although consumers are increasingly focused on understanding their health, alcohol remains a blind spot for many. While 79% of UK adults actively track aspects of their well being, only 13% of drinkers currently monitor their alcohol consumption.

The charity said the findings highlight the important role retailers and industry partners can play in supporting consumers to find their balance, helping make moderation messaging – and low and no alcohol options – part of everyday drinking decisions.

Earlier this month, Tesco and Drinkaware announced a new partnership and this week the retailer launched its Clubcard promotion across all low and no alcohol products, in support of the new campaign. The promotion, which runs until October 5th, is aligned with Tesco Media insights which shows that 42% of customers are looking to moderate their drinking.

David Coulshed, drinks category director at Tesco, said: “As one of the first retailers to support this initiative at scale, we’re proud to be working with Drinkaware to contribute to the national conversation around moderation. As customer interest in low and no alcohol options continues to grow, retailers have an important role to play in helping people make choices around alcohol consumption. 

“Working with Drinkaware, we’re making it easier for customers to discover and try alternatives as part of their regular shop. By offering a Clubcard discount across the entire low and no alcohol range, we hope to help customers explore new products and find options that work for them.”

Nick Terry, director of commercial development and relationships at Drinkaware, said: “Supporting people to find their balance with alcohol is not something that one organisation or sector can achieve alone. Alcohol harm is shaped by both individual choices and the environments in which people buy and consume alcohol. That’s why Drinkaware focuses on collaboration across industry, government and health experts to reach people where decisions about alcohol are made and support those drinking at increasing risk to make positive changes.

“Find Your Balance is a great example of what can be achieved when we work together, combining trusted advice, practical tools and greater visibility of low and no alcohol alternatives in everyday settings. Working alongside our partners such as Tesco, we’re testing and scaling approaches that fit naturally into retail and hospitality environments. This can help make moderation more accessible and support more people to build a healthier, more balanced relationship with alcohol.”

Dr Zoe Williams, NHS GP and TV presenter, said: “I’m delighted to be supporting Drinkaware’s Find Your Balance campaign. Every day, I see how invested people are in understanding and improving their health, but alcohol isn’t always part of that conversation. There is a real opportunity to change that and help people better understand the role alcohol can play in their overall well being.

“What I love about this campaign is that it takes a positive, realistic approach. Finding your balance with alcohol isn’t about giving something up or missing out, it’s about understanding your options, exploring what works for you, and recognising the benefits that small changes can bring.”

Drinkaware’s new research finds that despite more than eight million people (19%) drinking above the recommended low risk guidelines, 42% of this group don’t think there is anything they need to change about their drinking. Among those who have not cut back their drinking in the past year, over a third (34%) say it has never crossed their mind to do so.

However, among those who have cut back, many report improvements in their health and well being. Over a third (35%) feel healthier, while 31% report sleeping better. Meanwhile, 23% say they have lost weight, a fifth (21%) are in a better frame of mind and 17% report having more energy.