Peroni and Grolsch brewer SABMiller has followed in Pernod Ricard's footsteps and launched a responsible alcohol campaign specifically targeting parents.

Open the Facts sees SABMiller use its Talking Alcohol website, along with Facebook, Twitter and YouTube to give parents guidance on how to prevent their kids drinking.

"The message is getting out that parents have a lot more influence over underage drinking than they think," said Kristin Wolfe, head of alcohol policy at SABMiller. Government research found the main source of alcohol for teenagers is their parents.