Highlands will give the lowdown on alternatives

09 March, 2007

Scotland is to be a testing ground for low and no-alcohol drinks in an agreement between suppliers, trade associations and the Scottish Executive.

Drinks suppliers have agreed to pilot such drinks and "use their joint creative energies to market the principle of consuming low-alcohol alternatives", according to a government statement.

The partnership agreement, which has 13 signatories , agrees the direction of alcohol policy in Scotland. Guidelines on sponsorship will be developed and a national alcohol awareness week is planned.

The agreement also covers the promotion of sensible drinking messages, holding joint events and developing a training programme for staff serving alcohol. The Licensing (Scotland) Act 2005, due to come into force in 2009, makes training compulsory.

Wine & Spirit Trade Association chief executive Jeremy Beadles said: "This partnership agreement is about developing practical solutions to the real problems related to alcohol misuse in Scotland. By bringing together representatives from the Executive and industry we can share best practice and develop new ideas."

Scotch Whisky Association chief executive Gavin Hewitt said: "SWA members are determined to take a lead in ensuring that this partnership is effective ."

Scottish partnership agreement signatories

Scottish Executive

Scotch Whisky Association

Tennent's

Diageo

Scottish & Newcastle

Scottish Retail Consortium

Scottish Licensed Trade Association

BII

Scottish Beer & Pub Association

Scottish Grocers' Federation

Wine & Spirit Trade Association

Gin & Vodka Association

National Association of Cider Makers




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