Britain has shown onlookers that it can enjoy alcohol responsibly

20-Sep-2012 - Last updated on 11-Mar-2017 at 18:27 GMT

Oliver: "By working together, all of us in the industry can help young adults to enjoy alcohol in moderation without harming themselves or others"

In a year filled with national celebrations, Britain has shown onlookers that not only can we put on a show worthy of a gold medal, we can also enjoy alcohol responsibly. In contrast to the inclement weather, reports of drunken behaviour did not rain on our parade.

You could argue the media was preoccupied but I prefer to be more optimistic in thinking that a cultural change was the reason. Drunken behaviour was pushed aside to make way for the swell in national pride.

As a nation, we’re capable of rising to the challenge. We all have a role to play in tackling binge-drinking — consumers, drinks industry, the Government and health community, and the third sector.

In 2012, more than 60 pub companies, producers and retailers are coming together with the National Union of Students to support Drinkaware’s £100m five-year Why let good times go bad? campaign. It challenges the acceptability of drunkenness among young adults and provides tips, tools and advice on drinking responsibly.

Marston’s is committed to being part of the solution and is proud to be backing the campaign for a fourth year. Cited as an example
of best practice in the Government’s Alcohol Strategy, the Why let good times go bad? approach is showing positive results.

Independent research shows more than half (56%) of 18 to 24-year-olds who had seen the campaign said it made them consider drinking differently and 80% said they adopted at least one of the campaign tips to help moderate their drinking.

With this combined effort, behaviour change is beginning to happen. By working together, all of us in the industry can help young adults to enjoy alcohol in moderation without harming themselves or others.

By driving positive behaviour change among the minority who drink harmfully, we help make the beer and pub category attractive to the majority of consumers who want to drink sensibly. People don’t want to drink in pubs with drunks.

Supporting the Why let good times go bad? campaign is easy and allows the industry to show that education and social marketing can often be more effective in motivating consumers to enjoy alcohol responsibly than Draconian new legislation.

There is a range of ways to get involved — most at little or no cost — but with big returns for us all, as we are beginning to demonstrate at Marston’s.