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Alcohol facts on tap as Drinkaware revamps brand

04 Jun 2009

British ale should be served at 54 degrees F(1), the speed of a popped champagne cork can be up to 100 miles per hour and methyphobia is the term given to the fear of alcohol(2). These are just some of the many alcohol-related facts being released today (June 4) by alcohol charity, Drinkaware, as it launches its new brand identity.

The independent charity’s new brand and strapline, ‘for the facts’, reinforces Drinkaware as an evidence based organisation that helps dispel myths and present the honest facts about alcohol. Formed in 2007, Drinkaware provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles.

Chris Sorek, CEO of Drinkaware, says: “Alcohol has been around for thousands of years but there is still a world of myths and unknown facts surrounding it. Not everyone needs to know when the first beer recipe was produced or how many bubbles there are in a bottle of champagne, but it is important that people know how alcohol can affect their lifestyle and health.

“Seven out of 10 British adults don’t know what the daily unit guidelines are for men (70 per cent) and women (72 per cent)(3). People tell us they don’t want to be nagged or lectured about how much they drink – they want relevant and useful information so they can make their own decisions about what is right for them. Drinkaware is for the facts about alcohol – and that includes the quirky ones!”

As part of its brand revamp, Drinkaware is unveiling the following facts about alcohol:

A bottle of wine contains an average of 600 grapes;(2)
A £105,000 bottle of 1787 Chateau Lafitte Claret engraved with the initials of Thomas Jefferson is the most expensive bottle of wine ever sold;(4)
The gas inside a bottle of champagne exerts three times the amount of air pressure in a car tyre;(2)
Between two and five percent of consumed alcohol leaves the body through breath and sweat;(5)
The medical term for a hangover is ‘veisalgia’;(6)
There are between 44 and 57 million bubbles in a standard 750ml bottle of champagne, once opened;(2)
For a whiskey to be a ‘Scotch’, it should be distilled in Scotland and aged three years and one day;(7)
The first health warning to appear on a bottle of alcohol was in 1751.(2)

The new brand identity will ensure consistent use of the Drinkaware logo across 3.1 billion products annually. The charity’s ‘for the facts’ strapline was positively tested in focus groups across the country.

For both quirky and useful facts about alcohol use in the UK, please visit www.drinkaware.co.uk

For more information or an interview with a spokesperson, please contact:

Siobhan McCann
Communications Manager
Drinkaware
tel: 020 7307 7465
mob: 0790145471
email: smccann@drinkawaretrust.org.uk

Notes to Editors:

‘Beer in the Pub’, Campaign for Real Ale http://www.camra.org.uk/page.aspx?o=180651
Lendler, I. (2005) Alcoholica Esoterica, New York: Penguin Books
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2253 adults. Fieldwork was undertaken between 17th - 19th March 2009. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
Guinness Book of Records 2009 (2008) London: Guinness World Records Ltd
Paton,A. (2005) ‘Alcohol in the body’ in Paton, A. and Touquet,R. (ed) ABC of Alcohol Fourth Edition, Oxford: Blackwell Publishing
Wiese, JG., Shlipak, MG. & Browner, WS. (2000) ‘The Alcohol Hangover,’ Annals of Internal Medicine, vol. 132, no.11 pp 897-902.
Scotch Whisky Order 1990, http://www.opsi.gov.uk/si/si1990/uksi_19900998_en_1.htm.
Drinkaware (www.drinkaware.co.uk) provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works with the medical profession, the alcohol industry, government and independent members to achieve its goals. Drinkaware was previously known as The Drinkaware Trust.
The brand review for Drinkaware was carried out by Whiteshirt from January to May 2009. Whiteshirt is a strategic and creative company working with the public and private sector to support brand, planning, communications and profile development.

Page last updated by: Kate Prior, 15 Jul 2011.