Scottish Courage, the UK division of international brewer Scottish & Newcastle, is to introduce "sensible drinking" messages on its bottles and cans.

The message, "Responsible drinkers don't exceed 4 daily units (men) and 3 units (women)" will appear alongside the number of alcohol units contained in the pack.

The initiative is being unveiled on back labels of Newcastle Brown Ale this month, as a precursor to being introduced progressively during 2005 across the rest of the Scottish Courage brand range, which includes Foster's, John Smith's, Kronenbourg 1664 and Strongbow cider.

John Dunsmore, managing director, Scottish Courage Ltd said: "Consumers in the UK are becoming more conscious of their alcohol intake thanks, in part, to having a better understanding of the alcohol unit labelling system.

"The introduction of 'sensible drinking' messages on bottles and cans alongside alcohol unit information will help individuals to make better informed decisions about their alcohol consumption."

The labels on Scottish Courage brands will also be among the first to carry details of the new responsible drinking website, launched by industry body The Portman Group on Friday (November 12).