Drinks trade backs social responsibility drive

25 April, 2008

Drinks retailers and producers are examining ways their marketing campaigns can help make drunkenness socially unacceptable.

A seminar hosted by the Portman Group yesterday saw the trade discuss responsible drinking campaigns with government members. They also looked at ways marketing could positively influence young adults' drinking habits.

Portman chief executive David Poley said: "Thereís been a growing movement among industry over recent months to use its marketing to promote responsible drinking. A number of companies have developed their own campaigns. Companies are using their marketing to promote responsibility messages and they are also funding The Drinkaware Trust.

ďDespite this, there is a real appetite among some companies to do more."

Portman, whose social responsibility report was also published yesterday, is aiming to gain support for an industry-wide initiative that be targeted at improving the drinking habits of young adults.

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