Pubs back Drinkaware's £100m initiative

2nd September 2009, 11:50am

As part of alcohol charity Drinkaware's new £100 million scheme, pubs and bars will be carrying campaign posters, drink mats, stickers and shelf strips to encourage smarter drinking.

The scheme's 'Why let good times go bad?' logo and strapline will also be featured on 13 million products including neck labels on bottles, cans and multi-packs. 

Free pints of water will also be given out in pubs, bars and clubs to encourage young adult drinkers to pace their drinking.

The campaign is launched alongside new research from Drinkaware which shows that one in three young adults (32%) claims they don't need advice about alcohol. 

This is despite the fact that in the last twelve months, almost one in four (23%) have been ashamed of their appearance when drunk, 25% have not known how they got home, nearly one third (31%) have blacked out, one in 10 (9%) have been in a fight and just under half (48%) have vomited due to drinking too much.

Each year, alcohol misuse for all ages costs society the NHS around £2.7 billion, although the wider cost to society including crime and disorder, social and family breakdown and sickness absence is estimated at closer to £25.1 billion.

Chris Sorek, chief executive of Drinkaware, said: "When people are drinking and having fun it can be easy to get carried away and not recognise the point when a good night can take a turn for the worse.  Changing the drinking culture in Britain won't happen overnight, but with the right support, information and advice, young adults can change their own drinking patterns.  

"Some young adults think they know all there is to know about alcohol, but simple tips like eating before going out drinking, pacing yourself with water or soft drinks, looking after your mates and planning your journey home, can help them stay safe and prevent their good times going bad.

Alan Johnson, secretary of State for the Home Office, added: "Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done. We must educate our young people that binge drinking is socially unacceptable and can have grave consequences. This is not just the responsibility of the Government, but for us all, and that is why I am pleased the drinks industry is making this commitment."

Throughout the campaign, Drinkaware will work with major employers, social networks, clubs and colleges to deliver messages to young people.  

The Campaign for Smarter Drinking is funded by the drinks industry and run in partnership with Government.

Related Articles:

• 11 Dec 2009 - Brits will consume at least 602m units of alcohol this Christmas
• 18 Mar 2009 - New figures show 3.2% fall in alcohol consumption
• 08 Jan 2008 - Alcohol marketing rules come into effect
• 13 Dec 2007 - Under 18s Drink Awareness Website Launched

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