Molson Coors commits to unit labeling on glassware

Carling and Grolsch brewer Molson Coors has pledged to include alcohol unit information on glassware and roll out two-third pint measures across all its brands as part of the "Responsibility Deal" with Government.

The company also said its focus on developing the mid-strength beer category will be "amplified when more favourable tax levels are introduced in the autumn".

Molson Coors said through measures such as these, it is going beyond the collective pledges made today as part of the Government-backed Responsibility Deal.

The brewer has also committed to partner the BII and the Home Office to support the Best Bar None scheme for at least the next three years.

Molson Coors chief executive Mark Hunter said: "We recognise the role that we all have to play in public health and welcome the opportunity to work in partnership to tackle these challenges.

"The Responsibility Deal is a significant development, but a longer term, holistic alcohol strategy is the only genuine solution if we are to move to a sustainable and effective framework around alcohol that ensures the culture around irresponsible alcohol consumption changes and becomes the unacceptable face of society.

"Sharing a beer with friends is one of life's simple pleasures so it is fundamental for us to target irresponsible, excessive drinking, and not the responsible consumer.

"We embrace plans to extend beer serving sizes to include a two-third pint and, over time, we will ensure that all of our brands are available in two-third pint glassware.

"We have led the trail on the development of lower strength beers, through brands such as Carling C2 and Cobra Zero and we are excited about the opportunities which will open up through changes in the tax structure for beers below 2.8%.

"We are fully committed to working with partners and stakeholders, through the Responsibility Deal's Low Alcohol Workgroup, to address obstacles to consumer acceptance of lower alcohol drinks."

The collective pledges made by members of the alcohol workgroup are:​

• Clearer product labelling on unit content, NHS guidelines and warnings about drinking when pregnant

• Simple and consistent information for pubs and clubs, to raise awareness of unit content

• Coherent information to supermarkets and off-licences to raise awareness of the units and calorie content of alcoholic drinks, NHS drinking guidelines, and potential health harms

• Ensuring effective action in all licensed premises to reduce and prevent under-age sales of alcohol

• Maintaining the levels of financial support and in-kind funding for Drinkaware and the "Why let the good times go bad?" campaign

• Support for schemes in local areas to address issues around social and health harms.