Drinkaware ambassadors invited into Asda's stores to help customers understand safe levels of drinking

Date Published

13th January 2017




Alcohol education charity Drinkaware is working with supermarket giant Asda to help families make better choices about their drinking.

Drinkaware ambassadors will be present in a hundred Asda stores around the UK to talk to customers and answer questions the public may have about their alcohol consumption.

The in-store on-the ground intervention follows a burst of media activity from Drinkaware earlier in January aimed at encouraging people to understand the health benefits of having a little less alcohol. Asda customers will have the opportunity to complete a quick alcohol assessment using scratch cards. They will also be offered materials to take home, including a unit measure cup and calorie wheel, to help them understand more about what’s in their drinks and how they should be poured. Parents will be provided with information about the risks of underage drinking how to talk to their children about alcohol. Drinkaware Ambassadors will also be on hand to give helpful hints and tips to support customers wishing to drink a little less whilst in the comfort of their own homes.

Elaine Hindal, Chief Executive at Drinkaware, says: “Understanding your alcohol intake can be confusing which is why we have produced a series of scratch-cards to help present clear information, in a simple, non-judgemental manner. This January we are spreading the word about how having just a little less alcohol can help people stay healthy and we hope the information we present can help people make better choices about their drinking.”

Chris Lowe, Senior Director for Corporate Affairs at Asda,says: “Working with Drinkaware is central to our role as a responsible retailer of alcohol and this new project aims to provide impartial, evidence-based information and practical resources in a non-judgmental, engaging and fun environment.

“Our customer insight shows that a lot of shoppers think about their health in January and look for ways to cut back on their alcohol consumption after the festive period. We are pleased to be hosting Drinkaware trained colleagues in store offering accessible, friendly advice to customers.”

The event takes place at the store on Friday 13 January, from 11am-2pm, with a Drinkaware stand set-up at the store to give customers the opportunity to access friendly advice and to ask questions. People who take part will also have the chance to enter a prize draw to win a £50 Asda gift card.