A3. Awareness of Alcohol Units, Calories & other information in the Off-trade
1 January, 2013
Submitted: 19 December, 2011
Drinkaware has worked in partnership with the Wine and Spirit Trade Association (WSTA) to develop a campaign to communicate alcohol units in the off trade.Drinkaware research shows that, whilst over 80% of UK drinkers have heard of alcohol units, only about 25% can correctly identify how many units there are in a given serving of a drink (http://www.drinkaware.co.uk/__data/assets/pdf_file/0016/50470/Established-adult-drinking-patterns.pdf). The purpose of this campaign is to help people understand how many units are contained in the commonest servings of different alcoholic drinks.Consumer research carried out during campaign development showed that the public would be receptive to receiving information about units that would allow them to make informed choices - but would reject any attempt to tell them what they can drink. Hence the messaging was developed to be simple and factual.A graphic has been developed showing units for the commonest serving sizes and alcohol contents of beer, wine and spirits - a 440ml can of 4 per cent beer (2 units); a 330 ml bottle of 5 per cent premium lager (2 units); a 175ml glass of 13 per cent alcohol wine (2 units) and a 25 ml measure of 40 per cent spirit (one unit). The Chief Medical Officers sensible drinking advice is shown alongside this 2/2/2/1 logo. The design is sufficiently versatile to be used on many of the different communication materials used in shops (e.g. shelf barkers, posters, wine carriers etc.)The campaign materials will be rolled out by the major off trade retailers in January 2012.