Liverpool-based Cains Brewery has followed-up its decision to print alcohol advice on its beer packaging by calling on the drinks industry to take a more active role in discouraging excessive drinking.
Following the government's national alcohol harm reduction strategy report, which highlighted high rates of binge-drinking, Cains has decided to attach sensible drinking messages to its range of bottled beers along with an image indicating the number of alcohol units in each bottle.
The advice on bottles of Cains 2008 Ale reads: "Alcohol advice: Robert Cain supports responsible drinking. Excessive drinking can cause harm. Observe the daily guidelines for sensible drinking. Do not drink and drive."
Sudarghara and Ajmail Dusanj, the two brothers who own the Cains brewery, hope other leading brewers will follow suit. Sudarghara Dusanj said: "We think that brewers, along with spirit and premixed alcoholic drinks manufacturers, have a responsibility to promote sensible drinking to their customers.
"It seems that many of our competitors are just sitting on the sidelines and getting caught up in debating the government's definition of binge-drinking rather than taking action.
"It is about time drinks manufacturers took a long and hard look at the way they are marketing their products. They are treading a fine line."
Jean Coussins, chief executive of The Portman Group, welcomed the Cains labelling initiative. She said: "We are delighted that Cains is joining us in promoting responsible drinking and challenging excessive drinking. We have been spearheading this message through our campaigns and welcome this groundbreaking initiative from Cains."