100 million problem drinking campaign to launch

16 July, 2009

A £100 million industry-backed campaign to tackle problem drinking will go live this September.

The Campaign for Smarter Drinking has been developed by the Project 10 taskforce, set up following a summit with Gordon Brown where he challenged the trade to pool resources to create an initiative addressing the issue of excessive drinking.

Funds for the social marketing push will be spent over the next five years and have been secured from 45 groups across the industry including retailers, pub operators, suppliers and trade associations.

As revealed by OLN in February, the campaign will use the tagline Why Let Good Times Go Bad? which will appear on ads across a range of outdoor sites located near to on and off-trade outlets where messages will also appear at the point of sale and on drinks packaging.

The campaign has been developed in partnership with the Department of Health and the Home Office, which will be drawing up criteria to measure its success.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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