Drinkaware and Asda team up for responsible drinking initiative

Drinkaware ambassadors will be in 100 Asda stores across the UK on January 12 to hand out thousands of specially created alcohol assessment scratchcards to shoppers.

These cards use a “factual, non-judgemental approach” to invite consumers to reflect on their drinking habits.

Asda shoppers will be able to talk to the ambassadors about any concerns they have regarding their drinking levels or those of their family members.

The aim is to help people to make informed decisions, by creating awareness around the harms of alcohol and the health benefits of cutting down.

Drinkaware chief executive Elaine Hindal said: “With one in five people setting themselves a New Year’s resolution to lead a healthier lifestyle, which may include cutting back on alcohol, Drinkaware’s accessible and friendly advice will help people to make positive choices that will impact on their health and wellbeing, not just in January but throughout 2018 and beyond.”

Last January Drinkaware piloted the scheme in Asda stores and reached 2,000 shoppers, and now it is rolling the initiative out.

There is a particular focus on women, based on Food Standards Agency research suggesting that 68% of women are responsible for the majority of the household shopping.

Chris Lowe, senior director for corporate affairs at Asda, said: “We are pleased to be working with Drinkaware again this year, as part of our role as a responsible retailer, helping them to engage directly with our customers.

“Customer insight shows that more people think about their health in January, and look for ways to cut back on their alcohol consumption after the festive period, so this opportunity to receive accessible, friendly advice and support comes at just the right time.”

Related articles: