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A3. Awareness of Alcohol Units, Calories & other information in the Off-trade
1 January, 2013
Submitted: 30 April, 2015
Please describe how you have promoted awareness of alcohol units, calorie content, NHS drinking guidelines and the associated health harms in the off-trade, over the last year (2000 characters limit):
We continue to raise awareness of responsible alcohol consumption through a range of different mediums including our website, in-store material and through product labelling.
In line with our aim to be the best retailer for food and health, and our longstanding commitment to provide customers with clear and consistent information to enable them to make informed choices, last year we started to roll out calorie labelling on alcoholic products, initially introducing it on 20 own brand wine lines. Over 90% of our own brand alcoholic drinks now have calorie information included on their labels, provided per 100ml and per serving. Our customers told us that they wanted to have calorie information included on labels, and we are delighted that we’ve been able to roll this out over the course of the past year.
Following a successful trial last year, we have also rolled out new point of sale material across our Beers, Wines and Spirits departments. This material is designed to be permanent, and is more robust and durable than the signage it replaces, and it incorporates messages regarding Drinkaware, the government’s drinking guidelines and our Think 25 policy. We hope that by making this information less prone to wear and tear we will make it easier for our colleagues in store to make sure this information is visible, and for the messaging to be further normalised.
Over the past year we have also looked to identify other opportunities to talk to customers about responsible drinking, and as part of this we have started to add alcohol unit and drinking guideline information to the packaging of some of our own label glass ware range. This has started to roll out and will be added to further ranges over the course of the year.
Our pharmacists continue to raise awareness of alcohol units when talking to customers about alcohol consumption. We currently have 277 Pharmacies across the UK.
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