Remember, you can have too much of a good thing

During the past few years we have worked closely with local organisations and young people to produce informative ‘alco-cards’ and an educational DVD, undertaken widespread staff training, held discussions with our pub tenants and the police, produced clear and informative leaflets and devised a subtle variant on our ‘Beer from the Coast’ campaign. We also improved the clarity of information regarding units of alcohol on the back labels of our beers and are in the process of doing likewise for our wines. All of which is brought together with a simple strapline – ‘Remember, you can have too much of a good thing’.

Throughout this project we have worked closely with experts in the field to encourage a deeper understanding of the generalised terms highlighted by the media e.g. responsible/sensible/binge drinking’.  It was important to look at a range of activities, rather than simply adopting a slogan on our packaging. Education was the key – whether Adnams employees, our customers or our community.

We identified a gap in the provision of educational resources to schools with specific reference to alcohol – much of the existing material focuses on drugs rather than alcohol.  Working with a local drug and alcohol support agency (NORCAS) we developed a set of alco-cards – with six to collect the cards were iconic images of drinking-related terms such as trollied, ratted, legless and so on.  The reverse of the cards give advice and information about alcohol-related matters.  This initiative was extended to a festive Christmas edition of the cards. Adnams funded this project and the cards carried our logo, outreach support staff from NORCAS worked with youth groups throughout Suffolk to ensure full understanding and offer further support.  This groundbreaking example highlights how an alcohol producer and advice service can work together to promote the responsible use of alcohol.

The success of the alco-cards led us to the view that we could do more in the provision of educational material. We submitted a grant to Arts & Business to match-fund a project to develop a short film aimed at 14 – 16 year olds. With secured funding in place we commissioned Red Rose Chain (a local film and theatre group) to work with a group of young people to develop a script to meet our brief. The final result was a 6-minute DVD with resource pack.

The next, and perhaps the most challenging step was to work with licensees to embed our message in pubs. Through tenants forums and in-house magazines we communicated our plans together with issuing point of sale material with the ‘Remember, you can have too much of a good thing’ strapline.

We firmly believe it is our duty to encourage responsible drinking – the examples given above illustrate our commitment to the principles outlined within the Governments’ Alcohol Harm Reduction strategy.

We want to encourage more people to drink Adnams – not necessarily to drink more Adnams.