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SWA creates responsible drinking campaign

The Scotch Whisky Association (SWA) has rolled out a campaign to tackle the harmful consumption of alcohol and raise awareness of recommended weekly units.

SWA responsible drinking
The campaign will be launched across a range of digital and consumer platforms

The marketing campaign, called Made to be Measured, aims to raise awareness of the alcohol content of drinks and recommended weekly units.

Mark Kent, chief executive of the SWA, said: “Scotch whisky is an iconic product with a diverse consumer base, enjoyed in many forms including as a dram, or in a cocktail.

“However you enjoy your whisky, it is a product to be sipped and savoured. Distillers take great pride in the heritage, experience and care that goes into blending and maturing Scotch whisky and like us, want to see consumers enjoy these incredible liquids in a responsible manner. It’s about quality over quantity.”

One single 25ml measure of whisky, at 40% ABV, is one unit. Scotland’s chief medical officer recommends consumers do not drink more than 14 units per week.

Kent continued: “The Scotch whisky industry takes the responsible consumption of its products extremely seriously. With many people in Scotland still unclear on what the unit guidelines are and how this equates to the volume of alcohol they drink, Made to be Measured aims to drive awareness of this guidance and encourage people to track what they drink, so they can feel informed whilst they enjoy it.”

Made to be Measured will run across a range of digital and consumer platforms.

Billy Walker, managing director of the GlenAllachie Distillery in Speyside, and chair of the SWA’s Members’ Forum, said: “This campaign is another important milestone in the Scotch whisky industry’s continued work to ensure its products are enjoyed responsibly throughout Scotland.

“The whiskies we produce have been skilfully crafted over many years, and we are proud of our products and their place on the world stage. We look forward to participating in this campaign to raise awareness and understanding of alcohol units and recommended drinking guidelines among Scottish consumers.”

Last month, the SWA called on the UK government to re-think its planned spirits duty hike in August.

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