Allied’s sensible strategy

"This latest move reflects our view that alcoholic beverage producers have a common interest with retailers, government, the public health community, teachers and parents to develop and implement effective policies and programmes that promote responsible drinking and prevent alcohol abuse."

INTERNATIONAL drinks group Allied Domecq has announced that it is to progressively introduce a sensible drinking message and alcohol-unit labelling to all its spirits and fortified wine brands sold in the UK, commencing April 2005.

Under the group’s Beyond Compliance initiative the new labels will go beyond stating the total number of units in the bottle by also reiterating the Government’s daily-recommended number of units for men and women and stating how many units of alcohol are in a standard drink.

They will also carry contact details for the Drinkaware website where further information and support can be obtained. 

The new labels will first appear on bottles of Teacher’s, Harvey’s Bristol Cream and Malibu; all other Allied Domecq spirits and fortified wines sold in the UK will carry the new labels by September 2005.

Philip Bowman, CEO of Allied Domecq, says, "This latest move reflects our view that alcoholic beverage producers have a common interest with retailers, government, the public health community, teachers and parents to develop and implement effective policies and programmes that promote responsible drinking and prevent alcohol abuse."