Stalls have been set up today in 100 stores nationwide, with staff on hand to help customers take The Drinkaware Unit Challenge.
The challenge tests consumer knowledge of the alcohol and calorific content in the nation’s favourite drinks.
Shoppers will be asked to match the number of units and calories of a number of popular alcoholic drinks.
Over 30,000 free measuring cups and calorie wheels will also be handed out to shoppers as part of the campaign.
The campaign will also be supported by literature offering useful tips on keeping track of personal alcohol consumption.
Earlier this year, Diageo became the first drinks company to commit to providing consumers with alcohol content and nutrition information per typical serve on its labeling.
Elaine Hindal, chief executive of Drinkaware, said: “We are delighted to be working with Tesco and Diageo to help inform consumers about the alcohol content in their drinks this festive season.
“People don’t always keep an eye on how many units they are drinking, particularly at home where there can be a tendency to over-pour.
“We support any initiative which aims to help people understand how much they are drinking and to be able to apply this knowledge to cut back their alcohol intake at home.”
Gavin Warburton, category director for BWS at Tesco, said: “We want to help make it easier for our customers to enjoy alcohol responsibly, and these events will be a great way for our customers to learn some really important information about how many units and calories their drinks contain.”
Mark Baird, head of alcohol in society at Diageo, said: “We are delighted to partner with Drinkaware and Tesco to help inform people how much alcohol and calories are in their favourite drinks.
“A recent study revealed that over 80% of people did not know or underestimated the calories in a large glass of wine and 60% of people did not know or underestimated the calories in a pint of lager.
“Campaigns such as this one should help to address this.”