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How many units in YOUR drink? - BBPA unit-awareness poster campaign revealed

17/07/11


The British Beer & Pub Association has revealed the first designs in a new national campaign to raise awareness among pubgoers over the number of units in their favourite drinks. The move follows a commitment under the new Public Health Responsibility Deal agreed between Government and alcohol retailers, with the BBPA pledging to promote much more visible alcohol unit information for consumers.


Newly designed posters, tent cards and beer mats featuring the slogan ‘how many units in your drink?’ are being piloted in selected BBPA member pubs over the summer, after which the materials will be available for pubs to order on a wider scale. The poster adopts a ‘2-2-2-1’ approach, to show the units in a typical pint of 4% abv beer, a typical 330ml bottle of 5% beer, a 175ml glass of 12% wine, and a 25ml single of a 40% spirit.


The final designs follow extensive research conducted with consumers and retailers in partnership with alcohol education charity Drinkaware. They reflect the research findings, which showed that pubgoers want clear information on the number of units in typical drinks in a way that presents the facts without adopting a nannying approach.


The BBPA has a strong track record in delivering successful awareness campaigns in pubs such as its Challenge 21 poster campaign which in the past five years has 90% recognition in its target group according to polls.


Andrew Lansley MP, Secretary of State for Health, comments:


"This is another example of the Responsibility Deal giving people the information to make their own choices about their health and lifestyle.


"Everyone should drink responsibly and within the recommended alcohol limits. Women should not regularly drink more than 2-3 units a day; and men should not regularly drink more than 3-4 units a day.


"I look forward to seeing the evaluation of this summer’s pilot and to a successful national roll-out to consumers across the country."


BBPA Chief Executive, Brigid Simmonds, adds:


“This campaign will be a key component in the Public Health Responsibility Deal, to help pub customers to be more aware of their units.


“The start of this pilot also shows that the partnership approach is the best way to deliver results. This is one part of a far wider process, as BBPA members have themselves signed up to a range of commitments which amount to big changes in their businesses.


“We all recognise we need to play our part in promoting awareness amongst consumers and encouraging responsible drinking.”


Drinkaware Chief Executive Chris Sorek, adds:


“Today’s announcement is an important step in educating consumers about alcohol units and how they translate into their favourite drinks. We welcome the BBPA’s and its members’ commitment to deliver this consumer-friendly guide and look forward to seeing the campaign rolled out across the UK. We feel the “2-2-2-1” approach will quickly become the way people keep track of their units on a night out.”


Notes to editors:

The British Beer & Pub Association is the UK’s leading organisation representing the brewing and pub sector. Its members account for 96 per cent of the beer brewed in the UK and own nearly two thirds of Britain’s 52,500 pubs.


A PDF sample of the poster, which forms part of the campaign is linked above.


In March 2010, beer producers and pub companies signed up to the commitments in the Government’s new ‘Responsibility Deal’. The BBPA has signed up at industry level to all of the alcohol deal’s pledges and its core commitment of fostering responsible drinking.


BBPA members contribute over half of the funding for Drinkaware each year, to raise awareness about responsible drinking, have a good record on alcohol unit labelling, and are committed to community partnerships in the sector.


The industry also funds the £100 million ’Why let good times go bad?’ campaign, a high-profile initiative using posters, beer mats and advertising at the point of sale to encourage a more responsible approach to alcohol amongst consumers.


Drinkaware provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Its public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works alongside the medical profession, the alcohol industry and government to achieve its goals. For further information visit www.drinkaware.co.uk


Drinkaware supports the Government’s advice that men should stay within the recommended guidelines of not regularly drinking more than 3-4 units of alcohol per day (equivalent of a pint and a half of lager) and women should not regularly drink more than 2-3 units per day (equivalent of a 175ml glass of wine).


The campaign was developed in association with 23red the integrated creative agency. More information on 23red is available at www.23red.com.


Resources

» Unit Awareness Poster



Tags:

Community, Corporate Social Responsibility, Pubs, Responsiblity Deal


For further information contact:

David Wilson
Director of Public Affairs
dwilson@beerandpub.com
Tel: 020 7627 9151 / 07557 436 033


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