The Department of Health have released a report detailing interim findings on the Public Health Responsibility Deal (PHRD) Alcohol Network pledge to remove 1 billion units of alcohol from the market by the end of 2015.
The report suggests a reduction in the strength of drinks by alcohol producers removed 253 million units of alcohol from the market between 2011 and 2012. However overall consumption was down by 1.3 billion units (2%), despite a small upward pressure from a growing market share of wine and spirits. The removal of units therefore equates to around one fifth of the overall reduction in unit consumption for the year.
Most of the units removed came from reductions in the Alcohol By Volume (ABV) of beer, most notably Stella Artois, Budweiser and Becks which were changed from 5% to 4.8% ABV by drinks giant AB InBev in 2012. However at the time, AB InBev would not specify the reason, but it is reported to save them up to £8.6 million a year in duty on off-trade sales alone.
The units pledge is one area which may appear to benefit health and industry interests alike, although there has been widespread dissatisfaction from public health groups with the Government's reliance on industry action and reported influence. There are also questions as to whether the promotion of lower strength drinks can actually deliver public health gains.
In addition other elements of the responsibility deal have be seen to fail; last year Asda pulled its pledge to stop promoting alcohol in its foyers after other supermarkets had not followed suit. An announcement is due this year from the Portman Group who are monitoring the labelling pledge that 80% of drinks labels by December 2013 contained key health information.
There was speculation on Twitter following the report as to whether the industry could remove a further 747 million units by 2015. However Henry Ashworth, Portman Group Chief Executive and Chair of the Responsibility Deal Alcohol Network, said in a press release:
“It is good news that producers and retailers have already removed 253 million units of alcohol from the UK market and are on track to remove 1 billion units by the end of 2015. This report shows the first year results of this four year pledge so it is important that we stay focused on continuing this industry-wide innovation.”
The report also includes individual updates from the companies signed up to the Responsibility Deal.
Could an upward trend in wine and spirits ABV and consumption undermine the units reduction pledge?
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