Diageo’s UK unit has launched a responsible drinking campaign designed to improve consumer understanding of alcohol units and the relative strength of different types of drinks.
The initiative, called ‘Fancy That!’, is designed around highlighting that many mixed spirit serves contain fewer alcohol units than commonly perceived. The campaign is delivered via DRINKiQ, Diageo’s global responsible drinking platform, and will run across Stonegate Group’s on-premise estate from 27 October to the end of November, supported by digital activations and consumer engagement through the pub operator’s MiXR app.
One example cited by the brand owner is that a 2.5cl measure of 37.5%-ABV gin mixed with tonic contains one unit of alcohol – less than half that of a pint of 4% lager (2.3 units) or a 17.5cl glass of 13%-ABV wine (2.3 units). Similarly, a standard 5cl margarita cocktail contains two units.
“The fact is, spirits can play a powerful role in the growing trend towards moderation, with their versatility and mixability making them perfectly placed to be drinks of moderation,” said Diageo GB’s corporate relations director, Ian Smith. “This campaign will challenge these misconceptions, and hopefully, with greater knowledge about alcohol units, moderation can become less about restriction and more about enjoying what you fancy, responsibly.”
In March, data from the International Alliance for Responsible Drinking revealed that the level of underage alcohol consumption in 39 markets has stayed the same or declined since 2010.
