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A8(a). Alcohol Unit Reduction
1 January, 2013
Submitted: 11 May, 2015
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 This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.
(2000 characters limit):
As a result of our new national delisting measures, reducing the ABV of some of our own-brand products and significantly increasing the space we give to lower ABV products, we continue to make significant unit reductions in our portfolio.
We do not sell any carbonated product with more than four units of alcohol in a single-serve can – the recommended daily unit allowance for a man – or 15 units in a PET plastic bottle.
We continue to take positive steps to promote lower strength products, in line with customer demand, and we over-index on the space given to these products on shelf to ensure we are offering plenty of choice for our customers who prefer a lighter alcohol beverage. We have established a permanent in-aisle ‘hot spot’ area to promote low- and no- alcohol beers and ciders, supported by extensive marketing and eye-catching point of sale, to encourage customers to switch to these more moderate options. We have also extended our fruit wine range, with an average ABV of 5.5%, and we are seeing positive sales growth in this category.
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