Social change organisation DrinkWise and Retail Drinks Australia has announced a partnership, which will see new moderation messaging displayed across the retail drinks industry nationally, as part of efforts to create a healthier and safer drinking culture across the country.
The new messaging “Choose to DrinkWise” will be displayed across marketing channels used by drinks retailers including Australian Liquor Marketers/Independent Brands Australia, Coles Liquor Group, Endeavour Drinks, Liquor Legends and Liquor Marketing Group, as well as many independently owned and operated liquor retailers across Australia from today.
The announcement comes in the lead up to the festive holiday period and serves as a timely reminder for Australians to choose to drink in moderation.
Simon Strahan, CEO of DrinkWise said, “The latest Australian Government statistics confirm the continuing trend that Australians’ relationship with alcohol is improving. Overall, less are drinking at risky levels and many have reported that they have cut down*. This initiative aims to harness and support that trend through visible point-of-sale messaging, which will also be seen across advertising and promotional channels.”
“Of course, while the majority of Australians are choosing to drink within the recommended government guidelines, there are still some who are drinking at risky levels, which is why we’re increasing our efforts and the presence of the moderation message,” added Strahan.
Michael Waters, CEO of Retail Drinks commented, “Retail Drinks, our members and the broader industry are strongly committed to retailing responsibly, which is why we’re proud to launch this initiative in partnership with DrinkWise. It joins our other responsible retailing initiatives focusing on education and awareness on the sale and supply of alcohol.”
“Choose to DrinkWise focuses on the important message of ‘choice’ – pleasingly Australians are continuing to make wiser choices about their relationship with alcohol; choosing what they drink and from where they purchase, choosing why they drink, when and with whom. Australian are choosing to drink less, and better quality and we expect this positive trend to continue,” added Waters.
The initiative is a proactive campaign designed to engage consumers in a positive, retail-consistent moderation message. It will also allow consumers to access moderation information and advice in a timely manner through digital channels.