Morrisons (Wm Morrison Supermarkets Plc)
A3. Awareness of Alcohol Units, Calories & other information in the Off-trade
1 January, 2013
Submitted: 29 December, 2011
We provide simple and consistent information to support responsible consumption of alcohol in our stores, our in-store customer magazine, and on our website. All of our own brand alcohol products display the following information on the label:unit alcohol contentNHS guidelineswarning about drinking when pregnantresponsibility statementdrinkaware.co.ukThis is supported by in-store marketing which promotes responsible drinking and discourages excessive consumption (e.g. raising awareness of Drinkawares Why let the good times go bad? campaign).Morrisons emphasis on combining alcohol with food also underpins our commitment to responsible retailing. On the fixture our descriptive shelf-edge labels for wines and malt whisky give clear tasting notes and appropriate food matches for the product.We also use our in-store magazine to help customers keep track of their alcohol consumption. Our customer magazine (published every two months with over one million copies distributed to stores) always features a Here to help page, which explains the unit content and calorie content of standard alcohol measures, such as a glass of wine or pint of beer.Our website features the Drinkaware logo and responsibility statement on the relevant food and drink pages.