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A8(a). Alcohol Unit Reduction
1 January, 2013
Submitted: 28 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 This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.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 continued to provide a range of products of differing alcohol strengths which provides consumers with choice in this area. We have also continued, in line with this pledge, to promote responsible drinking awareness and messages into the trade eg directed at on trade retail staff; as well as supporting Drinkaware's activities. The ABV on some SKUs has been reduced and new products at a lower ABV than the parents brands have been introduced.
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