Sainsbury’s launches responsible drinking initiative


Sainsbury’s has joined forces with Drinkaware, Diageo and Heineken to promote an in-store responsible drinking campaign.

The initiative aims to encourage customers to develop a better understanding of alcohol units, as well as highlighting the variety of lighter wines that are for sale. It comes as part of Sainsbury’s commitment to double sales of lighter wine by 2020.

Customers will be able to sample lighter wines in-store as well as alternative sizes of spirits and beer.

Promotional discounts will be available on selected Sainsbury’s, Diageo and Heineken products.

Health minister Paul Burstow said: "People's understanding and awareness of alcohol units is still patchy. If advice on alcohol is going to mean something to people we must be able to know how much we're actually drinking and compare that against the guidelines."

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