In a novel change of tactic in Whitehall's war on the drinks industry - sorry, its campaign against binge drinking - those 'Drink sensibly' warnings on bottles and cans will soon read 'Please drink sensibly'.

Rumour has it each subsequent can in a four-pack will be marked 'oh, go on', 'I'll be your best friend' and the dreaded 'you're not coming to my party'.