July 12, 2011
Today Lion’s Beer, Spirits and Wine division in Australia joined DrinkWise and other major producers to launch new consumer information messages on the labels of alcohol products in Australia.
Lion has adopted all three DrinkWise consumer information messages, which will be rotated on an ongoing basis throughout its beer, cider and wine portfolios, as well as through the spirits portfolio of joint-venture partner Bacardi Lion. These include:
- It’s safest not to drink while pregnant
- Kids and alcohol don’t mix
- Is your drinking harming yourself or others?
The messages will sit alongside the DrinkWise ‘Get the Facts’ logo, to encourage consumers to visit the DrinkWise website for more detailed information.
DrinkWise will support the labels through a point-of-sale (POS) campaign, with educational materials provided to consumers in outlets where alcohol is purchased, and through the existing DrinkWise website, which provides information to consumers to help them make informed decisions on their alcohol consumption.
Messages will start appearing immediately, and will continue to roll out as product labels are updated over the next two to three years. Lion launched the labels on its biggest brand, XXXX GOLD, and expects to complete more than 80 percent of its beer and cider portfolio by the end of 2012. Lion-owned wine brands will also commence introducing the labels within 2012, with varietals continuing to be updated as relabelled.
James Brindley, Lion Beer, Spirits and Wine Australia Managing Director, said the labels will complement DrinkWise Australia’s educational campaigns by placing messages that encourage responsible drinking choices directly into the hands of consumers.
“Lion is a founding member of DrinkWise Australia and has long supported its efforts to challenge the Australian drinking culture through national information and education campaigns.
“We believe this initiative will expand these campaigns from television, online and print directly to the consumer, and by uniting the industry behind a common scheme, it will ensure consistency in message and increased consumer exposure across a much broader range of brands and product types.”
For more information on the initiative please visit the DrinkWise website at www.drinkwise.org.au.
For further information please contact:
Leela Sutton, Corporate Affairs Manager
02 9290 6645 / firstname.lastname@example.org