Diageo Great Britain Limited
A3. Awareness of Alcohol Units, Calories & other information in the Off-trade
1 January, 2013
Submitted: 19 December, 2011
Following the WSTA (Wine Spirits Trade Association) pilot in February 2012 we will engage our BDEs (Business Development Executives) who call on the convenience sector to distribute the unit awareness materials to a minimum of 5,000 smaller stores who would not normally receive the posters from a 'head office'.We will continue to work with major retailers on consumer facing activities and initiatives which communicate the importance of units and unit measurement. One such activity took place in September 2011 with ASDA whereby we worked together to talk to over 14,000 consumers in 72 larger ASDA stores about unit awareness and gave them a unit measuring cup to keep track of the units they drink at home. As part of this activity Diageo also sited its Drinkiq computer console in ASDA's Milton Keynes store which allowed consumers to play 'unit games' and discover how many units and calories are in their typical drinks in a fun and engaging way.We will also put the materials in our own staff shops and thirteen distillery visitors centres which are open to the general public.