The Oenophiliac

Bringing you stories from the world of wine and beer.

Sainsbury’s in sensible drinking push


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

harpers.co.uk

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Information

This entry was posted on January 6, 2012 by in News. and tagged , , , , , .

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 1,412 other followers

Blog Stats

  • 70,501 hits
%d bloggers like this: