Billion Unit Success!

As part of the Public Health Responsibility Deal, the alcohol industry committed in March 2011 to: “To remove 1bn units of alcohol from the market by December 2015 principally through improving consumer choice of lower alcohol products.”

New figures published today show that a total of 1.3 billion units of alcohol were removed from the UK marketplace between 2011 and 2013 as a result of reductions in the average strength of alcohol products sold.

This means that the pledge to remove a billion units has actually been achieved ahead of time, with the industry achieving the goal set for the end of 2015 already.

You can find the report here.

Public Health Minister Jane Ellison said:
“It is excellent news that, working with industry, we have removed over a billion units from the market in less than three years. This shows a commitment from all sides to help people get into healthier drinking habits.”

Henry Ashworth Chief Executive of the Portman Group and co-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.”

The 33 companies that have signed up to the billion unit reduction pledge are:

Accolade Wines
ALDI Stores Ltd
Association of Convenience Stores
Bacardi Brown – Forman Brands
Bavaria UK Ltd
Bestway (Holdings) Limited
Bibendum Wine Ltd
Booker Group plc
Brand Phoenix Limited
British Beer & Pub Association
C&C Group plc
Carlsberg UK Ltd
Co-operative Group (The)
Costcutter Supermarkets Group
Diageo Great Britain Limited
Heineken UK
Marks & Spencer
Marston’s PLC
McMullen & Sons Ltd
Molson Coors Brewing Company (UK) Ltd
Morrisons (Wm Morrison Supermarkets Plc)
PLB Group Ltd
Sainsbury’s Supermarket Ltd
T&R Theakston Ltd
Tesco PLC
The SHS Group Drinks Division

You can find a table of all the signatories annual returns for pledge A8(a) here.

In Alcohol Network

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