Alcohol producers' fund launched

The Alcohol Harm Reduction Strategy for England promised for the first quarter of 2005 a three-part voluntary scheme social responsibility for the alcohol industry, including a donation to an independent fund that would be:

• used to fund community and national-level projects designed to tackle alcohol-related harm

• administered by an independent board, on which industry, government and the voluntary sector will be represented. The board will assess bids for funding according to agreed criteria

• financed on a basis agreed between the industry and government

The fund, 'the Drinkaware Trust',  was 'given the go-ahead' by Caroline Flint and Vernon Coaker last week (press release (here).  Although the Portman Group set up the Drinkaware Trust website and grants scheme some time ago - presumably with a view to controlling the fund - the new Trust will not be run by Portman Group.  The Trust will bring together - for the first time - industry, charities, lobby groups, medical professionals and experts in the field to address alcohol misuse across and promote sensible drinking across the UK.

Srabani Sen, Chief Executive of Alcohol Concern and, we believe, a Trust board Trust steering group member said:

This is an exciting new initiative. The Drinkaware Trust will bring together the drinks industry and those tackling alcohol misuse, providing a unique opportunity to really make a difference in changing the way we drink alcohol in the UK. The Trust has set itself challenging goals. By working together, the drinks industry and organisations tackling alcohol harm will make these all the more achievable.

The Portman Group's press release reports that:

the alcohol industry has pledged £12 million to the charity over the next three years and will also throw its significant weight behind promoting the charity’s consumer information website www.drinkaware.co.uk in advertising, at point of sale and on product labels.  This year alone, Drinkaware will feature on three billion bottles and cans and on £150 million-worth of TV, cinema and print advertising.  Thousands of pubs and supermarkets also display signs with details of the Drinkaware website.