Cains calls for support as it introduces health warnings

Liverpool brewer Cains faces an uphill struggle in persuading rival drinks makers to follow its lead in displaying health warnings on bottles.

Cains MD Sudarghara Dusanj said: "We know brand owners don't like to copy other brand owners, which is why we're calling on trade bodies such as the Portman Group and the British Beer and Pub Association to back our initiative."

Mr Dusanj believes that publication of the government's Alcohol Harm Reduction Strategy, as well as the intense media focus on issues such as binge-drinking and irresponsible drinks promotions, means the clock is ticking for the drinks industry.

He said: "My brother and I started out running corner shops, and we saw the effects of that year-by-year as the government clamped down on tobacco advertising and signage.

"If we don't want the same nanny state intervention in this sector, we have to be seen to be acting responsibly."

However, there is still widespread debate in the industry about the right approach.

Mark Hastings, spokesman for the BBPA, said: "It's entirely appropriate for individual companies to use whatever they believe is the best way of delivering responsible drinking message. However, industry-wide we do not believe health warnings on packages are likely to be very effective."

With the government likely to launch a public information campaign Mr Hastings said that both pubs and drinks brands needed to decide on the best methods of providing customers with information on issues such as drinks units.

He said a similar approach to the pub trade's support for the anti-drink driving campaign, through messages on posters and beer mats, could be more effective then health warnings on drinks packaging - "especially when you consider that 70 per cent of drink sold in pubs are not in a package".

The Cains' initiative, launched earlier this month, has the backing of the industry's Portman Group, which promotes sensible drinking to consumers.

• The advice printed 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."