A2. Awareness of Alcohol Units in the On-trade
1 January, 2013
Submitted: 19 December, 2011
Drinkaware has worked in partnership with the British Beer and Pub Association (BBPA), the trade association for UK pubs, to develop a campaign to communicate alcohol units in pubs.Drinkaware research shows that, whilst over 80 per cent of UK drinkers have heard of alcohol units, only about 25 per cent can correctly identify how many units there are in a given serving of a drink (http://www.drinkaware.co.uk/__data/assets/pdf_file/0016/50470/Established-adult-drinking-patterns.pdf). The purpose of this campaign is to help people understand how many units are contained in the commonest servings of different alcoholic drinks.Consumer research carried out during campaign development showed that the public would be receptive to receiving information about units that would allow them to make informed choices - but would reject any attempt to tell them what they can drink. Hence, the messaging was developed to be simple and factual.A graphic has been developed showing units for the commonest serving sizes and alcohol contents of beer, wine and spirits - a pint of 4 per cent beer (2 units); a 330 ml bottle of 5 per cent premium lager (2 units); a 175ml glass of 13 per cent alcohol wine (2 units) and a 25 ml measure of 40 per cent spirit (one unit). The Chief Medical Officers sensible drinking advice is shown alongside this 2/2/2/1 logo. The design is sufficiently versatile to be used on many of the different communication materials used in pubs (e.g. beer mats, posters, menus etc.)The campaign has been piloted in about 100 pubs across the UK and is now being rolled out more widely across the UK by the BBPA's member companies.