Government's challenge to drinks firms
Brewers and drinks brand owners face adding warnings to labels and strict advertising controls following the government's alcohol strategy.
The Alcohol Harm Reduction Strategy for England sets out a voluntary plan including a national social responsibility charter for drinks producers.
As reported on thePublican.com earlier this week, the charter suggests drinks producers should ensure advertising does not promote or condone irresponsible or excessive drinking, put the "sensible drinking" messages clearly on bottles and contribute to a fund to address alcohol misuse.
The Portman Group said the industry must put genuine effort into working to implement the strategy. The drinks industry watchdog has already drawn up its own set of tough new guidelines.
The key recommendation is that no pub promotion should require the purchase of more than four units at one time - equal to two pints of beer, two regular glasses of wine, or four single spirits measures.
Chief executive Jean Coussins said: "The government has recognised that it can build on the good practice already in place among leading companies within the industry. The industry must do even more to deliver against the tough targets set out in the strategy, or face government action."
Drinks giant Diageo, owner of brands such as Guinness, Smirnoff and Bell's, said it operates one of the most responsible marketing codes in the industry, and had voluntarily introduced unit labelling in 1998.
Don Goulding, managing director of Diageo GB, said: "The company is wholly supportive of measures outlined to tackle alcohol-related disorder and is committed to its role in reducing misuse and promoting responsible drinking.
Diageo also supports the cross-government approach, which seeks to create partnerships at local and national level."
Related articles:
Portman Group issues code on promotions (16 March 2004)
Partnership approach to tackle problem drinking (15 March 2004)
