UK: Allied to place responsible message on brands
Allied Domecq is to progressively introduce a sensible drinking message on all its spirits and fortified wine brands sold in the UK.
The move will begin next month and is in addition to the company already placing alcohol units on its brands.
The new labels are part of the group's "Beyond Compliance". They will reiterate the UK government's daily-recommended number of units for men and women and state how many units of alcohol are in a standard drink. They will also carry contact details of the 'drinkaware' website from where further information and support can be obtained.
The new labels will make their first appearance on bottles of Teacher's Scotch whisky, Harveys Bristol Cream and Malibu later this month. All other Allied Domecq spirits and fortified wines sold in the UK such as Cockburn's, Tia Maria and Courvoisier will carry the new labels by September.
In a statement, Philip Bowman CEO of Allied Domecq said: "This latest move reflects our view that alcoholic beverage producers have a common interest with retailers, government, the public health community, teachers and parents to develop and implement effective policies and programmes that promote responsible drinking and prevent alcohol abuse.
"We believe that our announcement today represents another step in the process that will, over time, lead to consumers regarding drinking to excess and anti-social behaviour as being as unacceptable as drink-driving is today."
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