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Point of sale campaign

Drinkaware works with a range of partners to develop campaigns to provide information for the public and deliver our key messages.

July 2008 marked the beginning of a new campaign with retailers, called “Know Your Drinks”, to inform customers about their alcohol purchasing and consumption.

Through the campaign, people buying alcohol were provided with advice and guidance at the point of sale. This was done using stickers and posters that outlined the alcohol content of drinks and provided tips on how to safely enjoy alcohol.

We developed Know Your Drinks with The Wine and Sprit Trade Association. It was promoted in more than 12,000 branches of Tesco, Co-op, Waitrose, Morrisons and Majestic Wine.

The campaign was designed to complement the Government’s ongoing “Know Your Limits” campaign on unit awareness.

With the campaign, we were aiming to inform consumers about units and encourage a healthier drinking culture.

"Know your drinks"

The Know Your Drinks messages at point of sale included “Know your drinks…a 125ml glass of 12% ABV wine is 1.5 units” and “Enjoy alcohol responsibly…when you drink, have a bite to eat”.

All these messages are in line with the Government’s guidelines that women should not drink more than 2-3 units a day and men 3-4.

The stickers and posters also encouraged consumers to visit drinkaware.co.uk for more information about units and how to enjoy alcohol responsibly.

Speaking about the campaign back in July 2008, Derek Lewis, Chairman of the Drinkaware Trust, said: “This campaign is all about giving consumers access to practical knowledge about alcohol at the time of purchase.

“We believe that in the long run, the cumulative effect of reinforcing messages about units and safe levels of drinking will play a part in creating a more responsible culture in the UK.”

Page last updated by: Unknown, 10 May 2012.

Page checked on: 17 Oct 2008