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A8(a). Alcohol Unit Reduction
1 January, 2013
Submitted: 23 April, 2014
Please list the actions that your company has undertaken in the last reporting year (e.g. product reformulation, serving size control, new product development, supportive promotional or marketing activity) and where possible provide data to indicate the scale of the activity.
The update provides you with an opportunity to describe the progress you have made on delivering against this pledge and the changes you have implemented in order to deliver this commitment. You may wish to indicate if your delivery plans for this pledge had to be modified and whether there were any unintended consequences that arose from your delivery of the pledge.
If you have more detailed information that you would like to share with the Department of Health but making it public might be detrimental to your business, this information can be provided on a confidential basis by sending it directly to RDalcoholnetwork@dh.gsi.gov.uk. Make clear on the email that the information is confidential, including a brief explanation of why this is necessary. This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.
Please provide your annual update in the text box below. There is a 2000-character limit when completing this section.
We have made a number of changes in this area over the last few years, including the move of our WKD brand from 5.3 percent ABV down to 4 percent (now just 1.1 units per two seven five ml bottle).
We have also worked closely with retail partners to develop no alcohol alternatives, increasing consumer choice and siting these within the Beers Wine & Spirits fixtures of stores to encourage consumers to try something different. As no alcohol, lower calories options, these are very popular with consumers looking to reduce their total alcohol and calorie intake, with positive responses from those on Weightwatchers and Slimming World plans (particularly for Sorelle, our no alcohol wine brand).
In addition, we often include our own soft drinks brands alongside alcohol as a clear consumer alternative. Examples include promoting Shloer in pubs and communicating to mums to be, and bottlegreen being offered as part of a supermarket meal deal.
Finally, we have reduced the ABV of our ciders by introducing Merrydown Fox at 6 percent ABV (Merrydown Vintage has historically been at 7.5 ABV as a premium heritage cider), and launching a blackcurrant variant at 4 percent ABV. These are available in 500 ml bottles (previous bottles being 700and 50 ml).
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