Tesco has backed a new campaign by Drinkaware that aims to make alcohol moderation more “visible, accessible and achievable”.
Fronted by NHS GP and TV presenter Zoe Williams, ‘Find Your Balance’ highlights the role retailers, producers and hospitality partners can play in helping consumers make informed choices about alcohol.
It comes after Drinkaware’s latest Monitor survey of 7,210 adults revealed that only 13% of drinkers currently monitor their alcohol consumption, despite growing interest in health and wellbeing.
Some 42% of drinkers believed they did not need to change their drinking habits, while 34% of those who had not cut back in the past year said reducing their alcohol intake had never crossed their mind, the research found.
However, those who had cut back reported a range of health benefits. More than a third (35%) said they felt healthier and 31% slept better, while 23% had lost weight, 21% were in a better frame of mind and 17% had more energy.
The findings highlighted the “important role retailers and industry partners can play in supporting consumers to find their balance, helping make moderation messaging and low and no alcohol options part of everyday drinking decisions”, said Drinkaware.
Working with retailers
As part of the campaign, Drinkaware will work with partners across the industry to develop and test practical interventions that support people drinking at increasing risk.
By working together at the points where alcohol is bought and consumed, the charity aimed to identify “scalable approaches that fit seamlessly into existing operations, build the evidence of what works and help more people find a healthier balance with alcohol”, it said.
“Supporting people to find their balance with alcohol is not something that one organisation or sector can achieve alone,” said Nick Terry, director of commercial development and relationships at Drinkaware. “Alcohol harm is shaped by both individual choices and the environments in which people buy and consume alcohol.
“That’s why Drinkaware focuses on collaboration across industry, government and health experts to reach people where decisions about alcohol are made and support those drinking at increasing risk to make positive changes.
“Find Your Balance is a great example of what can be achieved when we work together, combining trusted advice, practical tools and greater visibility of low and no alcohol alternatives in everyday settings.”
Tesco Clubcard promotion
The campaign is live in Tesco stores and online. Additionally, Tesco has introduced a 20% off Clubcard promotion across its low & no alcohol range until 5 October in response to data showing 42% of its customers were looking to moderate their drinking [Tesco Media].
Terry added: “Working alongside our partners such as Tesco, we’re testing and scaling approaches that fit naturally into retail and hospitality environments. This can help make moderation more accessible and support more people to build a healthier, more balanced relationship with alcohol.”
David Coulshed, drinks category director at Tesco, said: “As one of the first retailers to support this initiative at scale, we’re proud to be working with Drinkaware to contribute to the national conversation around moderation.
“As customer interest in low & no alcohol options continues to grow, retailers have an important role to play in helping people make choices around alcohol consumption.”
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