Tesco and Diageo launching sensible drinking campaign

Shelf-edge barkers supported by messages on supermarket's website

Tesco will push responsible drinking in stores through a link-up with Diageo.

The campaign, which will target shoppers with sensible drinking messages, is believed to be the first major partnership between a supermarket and a drinks producer.

The messages on shelf-edge barkers will include: "Alternate your drinks with water to stay refreshed"; "Eating before or while drinking alcohol slows down alcohol absorption"; and "Think about how you are going to get home before you leave home".

Category director for beer, wine and spirits Dan Jago said: "It's good to enjoy a drink or two, but drinking in a responsible and managed way is really important - that's why we are displaying responsible drinking messages to our customers. Highlighting these reminders in store is a clear and helpful way to do this."

The programme will undergo regular reviews to ensure it remains effective with shoppers. The messages also will feature on Tesco's website and be shown on its in-store TV channel.

David Smith, sales director at Diageo, said the initiative was "an important step in working with other members of the drinks industry in helping tackle the excessive consumption of alcohol".

Tesco also will reposition its standard and Finest ranges with a more developed mid-tier offering. Speaking at Tesco's autumn press tasting, wine category manager Jason Godley said: "The reserve level is work in progress. At the moment there's a big gap between Finest and Tesco. A £4.49 or £4.99 range fills that gap."

A large proportion of the mid-tier range will be made up of wines that have recently been removed from the Finest line-up because they do not meet Finest's new higher standards of quality, Godley said.

Newcomers to the Finest wine range include an Albariño made by Lucia Carbelleira and a Yarra Valley Pinot Noir from De Bortoli.