People urged to pace their drinking

A new campaign has been launched aimed at getting consumers to take control of their own drinking.

The alcohol responsibility organisation drinkaware.ie  says motivating people to adopt more moderate drinking habits by promoting the benefits of a slower pace of drinking alcohol is the focus of the new campaign.

drinkaware.ie is organised by Mature Enjoyment of Alcohol in Ireland Ltd (MEAS), which is run by the alcohol manufacturers, distributors and licensed trade associations in Ireland.

The 'Pacing' campaign, through TV, video on demand, cinema and radio advertising, along with outdoor advertising and use of social media, will communicate why, how, and that we can adopt a better pace of drinking in Ireland.

Chief Executive of drinkaware.ie, Fionnuala Sheehan said: "This campaign is the second major phase of drinkaware.ie's "Rethinking Our Drinking" initiative. While our campaigns to date have sought to confront society generally, and young people in particular, with the consequences of excessive drinking in public, especially for the sober innocent third party, this campaign has a particular focus on how we drink in Ireland."

Ms. Sheehan said the ideal pace to drink at is one standard drink per hour, as this reflects the amount of alcohol our bodies can on average process in this period of time.

"The practice of drinking in rounds remains quite ingrained in Ireland and often results in the group drinking to the pace of the fastest drinker. 'Pre-loading' in the home before going out has become prevalent , particularly amongst younger consumers."

The 'Pacing' campaign is aimed at challenging our drinking style, encouraging us to take control of our drinking, and motivating us to enjoy the benefits of a more moderate style of drinking, according to drinkaware.ie.

[Posted: Tue 03/04/2012]