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7th January 2018

Drinkaware and Asda team up for responsible drinking campaign

Alcohol education charity Drinkaware is joining forces with Asda to help shoppers keep their New Year’s resolutions by providing free information and advice on alcohol.

On Friday 12th January, Drinkaware ambassadors will be on hand in 100 Asda stores nationwide handing out thousands of specially-created alcohol assessment scratchcards which use a factual, non-judgemental approach to invite consumers to reflect on their drinking habits.

Customers will also be able to talk to the ambassadors to discuss any concerns they have about their own or family members’ drinking. 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.

The 2018 partnership builds on a successful January 2017 pilot which saw Drinkaware engage with more than 2,000 Asda customers. This year will see a particular focus on women, based on Food Standards Agency research showing that 68% of women say they are responsible for most or all of the household shopping.

Along with the chance to talk with Drinkaware’s trained advisers, shoppers will be able to take home a copy of the charity’s ‘Talking to your kids about alcohol’ leaflet, as well as alcohol unit measure cups and calorie wheels.

Drinkaware Chief Executive Elaine Hindal said, “Drinkaware is delighted to be partnering with Asda on this important campaign which will help us to directly reach customers.

“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.”

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.”