Diageo, one of the UK's leading drinks producers, have launched a new website DRINKIQ aimed at promoting responsible drinking. Whilst the site is aimed at it's international consumers, Diageo appear keen to further promote themselves as responsible manufacturers in the UK having recently sponsored the Guardian's alcohol supplement. Diageo are also members of the Portman group, the UK alcohol industry social responsibility body which set up the Drinkaware trust to deliver a range of communication resources including the website www.drinkaware.co.uk.
The Department of Health (DoH) Know Your Limits campaigns also promotes responsible drinking with support of their units site so it now seems that there is no shortage of online information and advice on sensible drinking. Additionally we are expecting further targeted social marketing from the DoH following the recent research on the apparent 9 types of heavy drinkers. However most in the field will be eagerly anticipating the outcome of the proposals for further government action to ensure responsible industry practice following the reported shortfalls of current practice. The consultation is open until the 14th of October.
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