Drinkaware urges promotion of lower-ABV products
The initiative will launch in Glasgow in September to persuade consumers to switch their usual drink of choice to a lower ABV version and if successful will roll out to other cities across the UK.
The campaign will be implemented in the on and off-trade with premises stocking lower ABV products and promoting them via beer mats, tent cards, bar runners and posters at point of sale and at the point of consumption.
Lower alcohol products include wine at 10% ABV or less and beer at 3.8% ABV or less.
Analysis
Drinkaware plans to evaluate pre and post-sales data on all alcohol sold in pubs over four weeks to test volume purchase and see whether customers switch drinks.
The alcohol charity will be working with the Scottish Government Alcohol Industry Partnership and 11 retailers to launch the pilot.
Drinkaware has confirmed the campaign will not be targeting the consumption of spirits because there are more lower ABV beers and wines available on the market, making it easier for a wider range of retailers to support the initiative.
According to a report released by NHS Health Scotland last week, spirit sales in the off-trade in Scotland are 11% higher than those in England and Wales.
