Measured Molson Coors

Molson Coors has taken steps to co-operate with the government’s Public Health Responsibility Deal by pledging to produce two-third pint glasses for all of its beer brands.

The Burton-based brewer, whose brands include Grolsch and Carling, is to adhere to a number of initiatives advised by the alcohol think-tank.

As well as providing clearer product labeling regarding unit content and NHS guidelines, Molson Coors has agreed to support local schemes that address social issues and health concerns; provide on-trade venues with information about unit levels; pledge full support to Drinkaware’s “Why let the good times go bad?” campaign; and work closely with the BII and the Home Office to support Best Bar None for at least the next three years.

Branded glassware will be adorned with unit content and abv information while Mark Hunter, chief executive of Molson Coors, has also agreed to explore opportunities in the mid-strength beer sector.  

Mark Hunter, chief executive of Molson Coors, said: “The Responsibility Deal is a significant development, but a longer term, holistic alcohol strategy is the only genuine solution if we are to move to a sustainable and effective framework around alcohol that ensures the culture around irresponsible alcohol consumption changes and becomes the unacceptable face of society.”

Ben McFarland, 31.03.2011