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September 7, 2010 3:14 am
From Sir Terry Leahy and others.
Sir, The profound impact of irresponsible drinking on society and the nation’s finances is well documented, but the challenge of addressing this issue is no less urgent for its longevity.
As the new government has rightly recognised, the solution lies not in heavy-handed state action, but in a more nimble approach that seeks to utilise the powerful influences that drive behaviour change.
Everyone needs to work together to ensure this approach delivers. This is why, for the second year, alcohol producers and retailers and Coca-Cola Great Britain are coming together to support Drinkaware’s Why Let Good Times Go Bad? five-year campaign based on nudging, not nannying, young adults to drink responsibly. At its heart is no grand top-down policy solution, but a series of practical tips that can prevent a good night going bad – from drinking water and eating before you go out to simply watching out for your mates.
The campaign is already bearing fruit – and has already delivered media value of more than £23m, and 70 per cent of young adults and 61 per cent of the target audience have engaged with the campaign and – crucially – adopted some of the tips.
This is a long-term commitment, where the industry will use its knowledge of consumer behaviour to achieve social change – at no cost to the taxpayer.
Industry recognises its responsibilities to help solve the problems we all face. Our ambition is that this campaign will herald a new way forward, where industry and government form productive partnerships to tackle social problems together.
Our campaign is by no means the only answer, but it is an important step in the right direction that we believe has the potential to be an effective model to deliver behaviour change campaigns in the future.
Sir Terry Leahy, Chief Executive, Tesco
Justin King, Chief Executive, Sainsbury’s
Simon Litherland, Managing Director, Diageo Great Britain
Stuart MacFarlane, President, AB InBev UK
Graham Mackay, Chief Executive, SABMiller
Isaac Sheps, Chief Executive, Carlsberg UK
John Beard, Chief Executive, Whyte and Mackay
Chris W. Mason, Managing Director, First Drinks Brands
Jerry Marwood, Managing Director, SPAR (UK)
Stephen Goodyear, Chief Executive, Young & Co’s Brewery
Steve Lewis, Chief Executive, Majestic Wine
Jonathan Paveley, Executive Chairman, Admiral Taverns
Michael Saunders, Managing Director, Bibendum Wine
Ann Yerburgh, Chairman, Daniel Thwaites
Tim Stanley and Matthew Hughes, Joint Managing Directors of Bargain Booze
John Dunsmore, Chief Executive, C&C Group International
Stephen Gould, Managing Director, Everards Brewery
Ralph Findlay, Chief Executive, Marston’s
Scott Waddington, Chief Executive, S.A. Brain and Co
Nick Miller, Managing Director, Miller Brands (UK)
William Lees-Jones, Managing Director, JW Lees
Ted Tuppen, Chief Executive, Enterprise Inns
Jon Woods, Country Manager, Coca-Cola UK and Ireland
Dalton Philips, Chief Executive, Wm Morrison Supermarkets
James Lousada, Commercial General Manager, Constellation Europe
John Hutson, Chief Executive, JD Wetherspoon
Fraser Thornton, Managing Director, Burn Stewart Distillers
Mark Hunter, Chief Executive, Molson Coors (UK)
Brigid Simmonds, Chief Executive, British Beer & Pub Association
Peter Jackson, Managing Director of Treasury Wine Estates EMEA
David Poley, Chief Executive, The Portman Group
Charles Bartholomew, Chairman, Wadworth Co
Graham Stevenson, Managing Director, Inver House Distillers
Mark De Witte, Chief Executive, Bacardi UK and Ireland
Stefan Orlowski, Managing Director, Heineken UK
Peter Marks, Chief Executive, Co-operative Group
Anthony Wallis, Chief Executive, Charles Wells Pub Company
Andy Clarke, Chief Executive and President, Asda Stores
Adam Fowle, Chief Executive, Mitchells and Butlers
James Staughton, Managing Director, St Austell Brewery Co
Michael Turner, Chairman of Fuller Smith & Turner
Jeremy Beadles, Chief Executive, The Wine & Spirit Trade Association
Nick Bish, Chief Executive, Association of Licensed Multiple Retailers (ALMR)
Gavin Hewitt, Chief Executive, The Scotch Whisky Association
Jean Manuel Spriet, Chief Executive, Pernod Ricard
Joe Woods, Chairman, Beverage Brands
Paul Smith, Chief Executive, Noctis
Jonathan Neame, Chief Executive, Shepherd Neame
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