Industry Joins UK Government To Promote Sensible Drinking

A new independent charitable Trust aimed at positively changing the
UK's drinking culture and tackling alcohol-related harms was
officially given the go-ahead today by Government Ministers Caroline
Flint and Vernon Coaker, the alcohol industry and key stakeholders.


The 'Drinkaware Trust', voluntarily funded by the alcohol industry
and to be up and running later this year, is a unique initiative born
from the Government's 'Choosing Health' White Paper and Alcohol Harm
Reduction Strategy. The Trust will bring together - for the first
time - industry, charities, lobby groups, medical professionals and
experts in the field to address alcohol misuse across and promote
sensible drinking across the UK.



Work by the Trust, includes educational campaigns to promote sensible
drinking among the general public, project aid for local and national
initiatives, and the running and evaluation of pilot programmes to
tackle alcohol related harm.


Public Health Minister Caroline Flint said:


"This is an international first. The new Drinkaware Trust is a model
of how industry, stakeholders and Government can work together to
achieve a shared goal. Alcohol misuse can blight the lives of
communities across the country - not only harming the health of
individuals but fuelling late night violence and causing a nuisance
to society.



"The success of the Trust will depend on securing the support of a
broad range of stakeholders across the UK - and that's what we've
done.


"There is nothing wrong with drinking in moderation. Alcohol is a
normal part of society and we're not trying to stop that. What we are
saying is that people need to be sensible and not drink excess
amounts that can lead to serious conditions such as liver cirrhosis
or result in disorderly behaviour.


"Everyone has worked really hard to make this work and I am confident
the new Drinkaware Trust will help in achieving this goal."


The New Trust marks a significant milestone and underlines both the
industry's commitment to share responsibility for positively changing
public behaviour tackling and preventing alcohol misuse and the
Government's role to work in partnership with the industry and key
stakeholders to achieve this.


It also forms part of the Prime Minister's 'small change, big
difference ' initiative to draw together the power of businesses, the
voluntary sector and local communities to tackle specific health
problems by making it easier for people to change the way they live
their lives.


Government has been working in partnership with the alcoholic drinks
industry for some time to promote more sensible drinking. And the
launch of the Drinkaware Trust marks another move in the right
direction. Government is also working with the industry to implement
their social responsibility standards, which will address
irresponsible promotions, underage sales and includes putting
sensible drinking messages on alcoholic drinks labels.















Vernon Coaker, Home Office Minister, said:


"The Home Office has put in place tough measures to deal with alcohol
related disorder. I have made it clear that we will not tolerate the
minority of people who drink to excess and cause fear and
intimidation in our towns and cities.


"The launch of the Drinkaware Trust marks an important step forward
in our efforts to encourage people to take responsibility for their
own behaviour. I am sure that by working together we can make a real
difference to the lives of the majority of people who drink
sensibly."


Srabani Sen, Chief Executive of Alcohol Concern, added:


"This is an exciting new initiative. The Drinkaware Trust will bring
together the drinks industry and those tackling alcohol misuse,
providing a unique opportunity to really make a difference in
changing the way we drink alcohol in the UK. The Trust has set itself
challenging goals. By working together, the drinks industry and
organisations tackling alcohol harm will make these all the more
achievable."


Chris Searle, Chairman of The Portman Group, said:


"We are delighted that we have been able to provide the practical
means to take the implementation of the alcohol harm reduction
strategy forward on the education and campaigning front. This
approach demonstrates the benefits of the industry, government and
other stakeholders working in partnership around a shared agenda."
An interim chief executive will be appointed very shortly and the
Drinkaware Trust will be seeking a chair, a permanent chief executive
and 13 independent trustees to run it. Trustees will come from a
broad base including alcohol experts from the health, education and
voluntary sectors as well as the drinks industry. There will also be
two lay trustees. Once they are appointed, it is the aim that the
Trust will be fully operational by the end of the year.


The alcohol industry has pledged ?12 million to the charity over the
next three years to fund the Trust's activities, including promoting
the charity's consumer information website drinkaware.co in
advertising, at point of sale and on product labels.


The new Trust also has the support of the Scottish Executive, the
Welsh Assembly and the Northern Ireland Office who have all signed
the Memorandum.