UK: Scottish Courage, the UK’s leading producer of beer and cider, announced on November 12 it is taking a lead in promoting responsible drinking with the introduction of ‘sensible drinking’ messages on its bottles and cans. The message, ‘Responsible drinkers don’t exceed 4 daily units (men) and 3 units (women)’ will appear alongside the number of alcohol units contained in the pack.

The initiative is being unveiled on back labels of Newcastle Brown Ale this month, as a precursor to being introduced progressively during 2005 across the rest of the Scottish Courage brand range, which includes Foster’s, John Smith’s, Kronenbourg 1664 and Strongbow cider.

John Dunsmore, Managing Director, Scottish Courage Ltd said: “Consumers in the UK are becoming more conscious of their alcohol intake thanks, in part, to having a better understanding of the alcohol unit labelling system. “The introduction of ‘sensible drinking’ messages on bottles and cans alongside alcohol unit information will help individuals to make better informed decisions about their alcohol consumption.”

The labels on Scottish Courage brands will also be among the first to carry details of the new responsible drinking website, www.drinkaware.co.uk being launched by The Portman Group today (November 12).

The introduction of sensible drinking messages on bottles and cans is the latest in a series of steps undertaken by Scottish Courage in 2004 in a drive to promote the responsible marketing of alcohol. The brewer and cider manufacturer previously introduced unit labelling on all products and has announced plans to end 50% Extra Free promotions on its cider brands. The company also launched a hard-hitting anti-drink / drive poster campaign at the Foster’s British Grand Prix exclaiming ‘If you drink and drive, you’re a bloody idiot!”

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