30 May 2007, 14:02 PM

  • Retailers are backing a new label that will appear on alcohol drinks packaging from next year promoting responsible consumption and providing information on the number of units of alcohol within each bottle or can. It will also provide health advice for pregnant women.

The retail industry has been actively involved in the development of the label, which was launched by the department of Health on Monday. The label will contain information on the alcoholic content of the product, the number of alcohol units within each bottle or can, recommended safe drinking limits and health advice for pregnant women and those trying to conceive. Some retailers have already introduced the label on their own-brand beverages.
The launch follows the Government’s decision to change its advice relating to alcohol and pregnancy.

The British Retail Consortium (BRC), which was involved in all stages of the label’s development, welcomes its inclusion on alcohol packaging. It believes it further demonstrates retailers’ willingness to engage directly in public health issues.

Head of food policy at the BRC, Andrew Opie, said, “This is yet another practical demonstration of retailers’ responsible attitude to selling alcohol. They have been actively involved in the development of this label and the concise and simple way it sets out information gives consumers an easy way to make informed decisions about how to enjoy alcohol responsibly.

“All major retailers are engaged in public health issues. We are tackling obesity by promoting choice and providing key nutritional information. We continue to reformulate products to reduce sugar and fat content in foods and British retailers lead Europe in the provision and layout of labeling. As a result British consumers are in a better position than anyone else in the EU to make informed choices about what they eat and drink.

“The BRC and its members will continue to look at new ways to promote healthy lifestyles.”