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Sainsbury’s has teamed up with Drinkaware, Diageo and Heineken to push a new responsible drinking campaign in-store.
The initiative aims to encourage consumers to develop a better understanding of alcohol units, as well as highlighting the variety of lighter style wines that are available. It forms part of Sainsbury’s commitment to double its sales of lighter alcohol wine by 2020.
In-store activity will include sampling of lighter wines and alternative serve sizes of spirits and beer. Promotional discounts will also be available on selected Sainsbury’s, Diageo and Heineken products.
Customers will be given the chance to test their awareness of alcohol units by pouring a typical home measure and then finding out how many units are in it. Free unit wheels will also be given out to shoppers to help them better judge the units and calories they are likely to consume across a range of wines, beers and spirits.
Health minister Paul Burstow said: “People’s understanding and awareness of alcohol units is still patchy. If advice on alcohol is going to mean something to people we must be able to know how much we’re actually drinking and compare that against the guidelines.”
Story by Laura Heywood
Courtesy of Harpers Wine & Spirit Trades Review