Ahead of Alcohol Awareness Week, Drinkaware, HEINEKEN and Tesco are joining forces with the UK’s first in-store promotion of Drink Free Days.
The initiative, running in 450 Tesco stores across the country from mid-November to early December, promotes Heineken 0.0 no-alcohol beer and Drink Free Days with a combination of impactful signage in the beer aisle, displays on the digital advertising screens in more than 250 large format stores, and a banner on the Tesco online shopping website. The Shelf edge at the point of sale will also display Heineken’s 0.0 strapline ‘Now You Can’, and the Drink Free Days logo prominently.
Rommel Moseley, Drinkaware Director of Business Development & Partnerships, said: “Drinkaware is delighted to see this spotlight on Drink Free Days. Since its launch in September, the campaign has proved popular with consumers who are interested in taking more days off from drinking as a way of reducing their health risks from alcohol.
“This partnership with one of the top beer brands in the UK, in the largest supermarket group, will help promote even greater awareness of Drink Free Days and encourage drinking in moderation ahead of the key Christmas period.”
Simon Amor, HEINEKEN Sales Director said: “Bringing together Heineken 0.0 and Drink Free Days creates a powerful partnership which we believe will resonate with Tesco shoppers.
“We’re providing customers with a credible alternative to an alcoholic drink, with a great-tasting beer which is brewed using only natural ingredients, so that it has become even easier to take Drink Free Days.”
Since the launch of Drink Free Days in September, over 2 million people have visited the Drinkaware website – an uplift of more than a third on the corresponding period a year ago – and more than 20,000 people have downloaded the Drinkaware app.
Heineken 0.0 was launched in 2017 and is the UK’s fastest-growing brand in the alcohol-free sector. It’s brewed using only natural ingredients including Heineken’s own A yeast. It contains just 69 calories and is defined by its refreshingly fruity notes and soft malty body, which is perfectly balanced with a short aftertaste.
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Notes to editors:
Drinkaware is an independent UK-wide, alcohol education charity with the objective of positively changing public behaviour and the national drinking culture. It aims to reduce alcohol misuse and minimise harm by helping people make better choices about their drinking. It achieves this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and by working collaboratively with partners, including the medical community, public health, third sector organisations, local authorities, police and the drinks industry.
Drinkaware has more than 120 funders, including UK alcohol producers, retailers in the on-trade and off-trade and wholesalers.
For further information visit www.drinkaware.co.uk
For further information: Ros Shiel: ros@shielporter.com or 07841 694137
John Porter: john@shielporter.com or 07734 054389