ACS

The UK drinks industry has made a major commitment to tackling alcohol misuse by providing increased funding for alcohol education charity Drinkaware, it was announced today.

The funding, coupled with an updated Memorandum of Understanding between the Department of Health, the alcohol industry and The Drinkaware Trust, will make it possible for Drinkaware to step up its activities while continuing its valuable work providing independent, medically evidenced alcohol education for consumers. The additional funds will be used to amplify current campaigns targeting adults, young adults and under-18s, build its digital presence, and develop more compelling education and information programmes.

Fifty alcohol-related companies including leading producers, pub operators, supermarkets and off-licence companies have committed more than £5 million per year for the next three years to support Drinkaware.

Derek Lewis, Chairman of Drinkaware, said: “We’re extremely happy to receive broad support from across the drinks industry. The funding from retailers, trade bodies and producers will make it possible for Drinkaware to continue talking to under-18s, young adults and adults about the dangers of alcohol misuse.

“Changing the UK drinking culture won’t happen overnight and we’ve all got a part to play. It’s imperative that the drinks industry, medical and public health community, charities and central and local Government all work together to protect consumers from alcohol related harm.

Andy Burnham, Secretary of State for Health, said: “Drinkaware have made good progress so far, and it’s encouraging that they can continue with more stable funding.”

Association of Convenience Stores Chief Executive James Lowman said: “We fully support Drinkaware Trust’s announcement on industry funding, and we believe that it is the correct model moving forward into 2010. The reinvigorated Drinkaware Trust has an effective strategy and strong resources and will make a critical contribution to social awareness of alcohol harm. It will also provide important advice for the government through extensive education and research. We look forward to working with Drinkaware Trust to ensure that local shops can play their part in disseminating social responsibility messages."