Supermarket giant Sainsbury's has teamed up with Drinkaware to launch a new responsible drinking initiative.
Alcoholic beverage firms Diageo and Heineken have also signed up to the campaign which aims to make consumers more aware of the alcohol content and calories in everyday drinks.
The move could include making this information clearer on printed labels, as well as promotions in store to increase sales of lighter varieties of wine.
Sainsbury's has even pledged in its 20 By 20 sustainability plan to double its sales of lighter alcohol wine by 2020.
As part of the campaign, customers will be encouraged to try the lighter options and learn about the unit content of their own typical drinks.
"We hope to help [consumers] form a better understanding that will help ensure their alcohol intake remains at a responsible level into the longer term," said Sainsbury’s responsible drinking chair Helen Buck.
This comes just days after the Consumer Federation of America's Food Policy Institute said printed labels were needed to make consumers more aware of the calories in alcohol.
Denny Bros Ltd, 11 January 2012
