The Portman Group is to undergo an image overhaul to reflect its role as a drinks industry regulator, the UK body said today (2 March).

The industry-run body wants to change its corporate identity as it moves away from solely promoting responsible drinking to act as a regulator for the beverage alcohol industry.

A spokesman for the Portman Group said the decision was made following the creation of the Drinkaware Trust last year.

He said the Portman Group's existing strapline, "Promoting responsible drinking", no longer reflects its remit.

The Drinkaware Trust, a voluntary body comprising officials from the drinks industry and the health sector, has taken over work that had been under the remit of the Portman Group. It is the trust that now educates consumers on the dangers of the misuse of alcohol.

The spokesman told just-drinks that the Portman Group will regulate how beverage alcohol companies package, promote and sell their products in the UK and would look to encourage best practice across the industry.