Morrisons (Wm Morrison Supermarkets Plc)

← Return to partner profile


A8(a). Alcohol Unit Reduction

Committed since:

1 January, 2013

Delivery plan:

Submitted: 15 June, 2012

At Morrisons, we are committed to offering our customers a good choice of products at price they can afford. This includes our beers, wines and spirits departments. We recognise however that the actions we take in store can help customers to reduce their alcohol intake, by offering them a good range of lower alcohol and non alcoholic drinks. We have worked hard at identifying ways in which we can contribute to the industry removing 1bn units of alcohol from the current alcohol market. We believe we can help customers, not by removing products, but by offering them extra choice on lower alcohol alternatives. We will therefore contribute to the reduction through: Introducing an own brand low alcohol cider with an ABV of 1%Introducing an own brand non alcoholic beerIntroducing an own brand low / no alcohol wine This new product development work will be completed within 12 months. We can also contribute to this commitment through our merchandising techniques. Therefore, we plan to: Introduce a dedicated no alcohol / low alcohol beer section as part of the beer fixture (not currently in every store)Commit to allocate 50% more space than required to the no alcohol / low alcohol beer category based on its rate of saleInclude a No alcohol / Low alcohol beer line on promotion every promotional periodCommit to our own label products not being a higher ABV content than the leading equivalent brand

Comments are closed.