Retailers join Drinkaware in lower alcohol campaign

19 July, 2013

Drinkaware is teaming up with retailers in Glasgow to use POS to urge shoppers to switch their usual drink to a lower strength version.

The campaign kicks off in September and takes place across supermarkets, independents, convenience stores and the on-trade.

Drinkaware chief executive Elaine Hindal said if it is successful it could be rolled out across the UK.

Craig Bonnar, operations director for Scotland and Northern Ireland at Asda, which has 10 participating stores, told OLN: “In response to growing customer demand, we offer a market-leading share of lower abv products and we’re always interested in finding new ways to highlight these to our customers. 

“By trialling different point-of-sale materials, this campaign will help us to understand what motivates our customers when they choose lower-strength products, so we can ensure that our range always meets their expectations.”

The four-week campaign will see shelf wobblers, shelf barkers and hanging barkers in stores urging people to switch to 10% abv wines and 3.8% abv beers. Drinkaware will evaluate sales data and conduct surveys to see how well it works.

Hindal said: “We need to get people to change their drinking habits. We want to find out if we can nudge people towards lower alcohol products and if it makes a difference to consumption.”

Drinkaware is running the campaign in association with the Scottish government Alcohol Industry Partnership, which includes the Scottish Government, the Scottish Retail Consortium, the Scottish Grocers’ Federation, the Scottish Wholesale Federation and various leading suppliers.

Ian McDonald, sales and marketing director at wholesaler JW Filshill, said: “We have been involved in alcohol awareness campaigns in the past which have really struck a chord with consumers and been well supported by suppliers so we hope that the trade gets behind this one.

“No one expects us to tell people that they can’t or shouldn’t drink alcohol but if convenience stores can play their part by offering their customers access to alcoholic drinks that have a lower abv and promoting these products in-store, people can then make an informed choice and hopefully think about the health implications of alcohol.”

To get involved in the campaign contact El Beaumont 0207 766 9900 or

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