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A8(a). Alcohol Unit Reduction
23 March, 2012
Submitted: 6 October, 2014
Please list the actions that your company has undertaken in the last reporting year (e.g. product reformulation, serving size control, new product development, supportive promotional or marketing activity) and where possible provide data to indicate the scale of the activity.
The update provides you with an opportunity to describe the progress you have made on delivering against this pledge and the changes you have implemented in order to deliver this commitment. You may wish to indicate if your delivery plans for this pledge had to be modified and whether there were any unintended consequences that arose from your delivery of the pledge.
If you have more detailed information that you would like to share with the Department of Health but making it public might be detrimental to your business, this information can be provided on a confidential basis by sending it directly to RDalcoholnetwork@dh.gsi.gov.uk. Make clear on the email that the information is confidential, including a brief explanation of why this is necessary. This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.
Please provide your annual update in the text box below. There is a 2000-character limit when completing this section.
As Nisa has no owned stores, the influence that it has over alcohol sales can only come from range, consumer advertising and working relationships with committed manufacturing partners, Molson Coors, AB Inbev and Brand Phoenix, who collectively have pledged to remove 544 million units by 2015.
While Nisa is heavily reliant on its working relationships with its suppliers to enact changes around alcohol unit reduction, since signing up to the alcohol reduction pledge Nisa has:
Reduced the volume of super strength lager sold by 55%, and it no longer provides any margin enhancing pricing on these products. Nisa had already taken steps to work in tandem with the ideals of responsible alcohol retailing, namely through the decision not to produce any consumer advertising point of sale for white cider or super strength beer.
Worked with key supply partners to grow the emerging “Moderation” category.
Increased consumer facing feature of products that contain 2.8% ABV or less thus driving distribution of this category into over 1,900 member outlets in the past 26 weeks.
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