CorpComms Magazine

Sainsbury's is teaming up with Drinkaware, Diageo and Heineken in an attempt to educate consumers on responsible drinking in the New Year.

The chain is hosting store events from 4 January to 24 January to provide meaningful guidance on alcohol units while encouraging consumers to try lighter wines.

The supermarket is challenging consumers on their awareness of alcohol units by pouring a typical home measure and finding out how many units it contains.

Sainsbury's says the campaign forms part of its 20 by 20 Sustainability Plan, in which the supermarket has committed to doubling sales of lighter alcohol wine by 2020. 

Health Minister Paul Burstow commented: 'People's understanding and awareness of alcohol units is still patchy. If advice on alcohol is going to mean something to people we must be able to know how much we're actually drinking and compare that against the guidelines.'

The supermarket will also be running promotional discounts on some lighter wines and mixer cans over the period. Customers will be able to sample lighter wines and alternative serving sizes of spirits and beer.

share me: del.icio.us | digg | reddit | Tweet