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Scottish government backs responsible drinking campaign

First minister Humza Yousaf has pledged to support the Scotch Whisky Association’s (SWA) ‘Made to be Measured’ campaign ahead of the festive period as part of the government’s wider mission to curb alcohol misuse.

SWA chair Dan Mobley, First Minister Humza Yousaf and SWA Chief Executive Mark Kent
L-R: SWA chair Dan Mobley, first minister Humza Yousaf and SWA chief executive Mark Kent

The SWA’s campaign launched in March to raise awareness of the alcohol content of drinks and provide guidance around recommended weekly units.

However, a recent evaluation showed nearly three-quarters of the Scottish public remains unaware that the recommended weekly limit is 14 units of alcohol.

First minister Humza Yousaf has since met with the SWA’s governing council to discuss how the industry and government can work together to encourage responsible drinking.

Yousaf said: “The whisky industry’s willingness to raise awareness of alcohol misuse and the health risks associated with high consumption of alcohol, through the Scotch Whisky Association’s ‘Made to Be Measured’ campaign, is very welcome.

“This is just one of the key areas of partnership that the Scottish government and whisky industry can work together on – and I look forward to furthering our productive partnership on shared priorities such as the transition to net zero, global trade and investment, and economic growth.”

Yousaf and the SWA also discussed promoting Scotland and Scotch whisky in international markets and encouraging tourism.

Scottish ministers will continue to meet with the industry to discuss and explore these issues surrounding responsible drinking.

SWA chief executive Mark Kent said: “Tackling alcohol misuse and promoting responsible consumption is one example of where we can work together.

“The pledge to help support the SWA’s Made to be Measured campaign is the Scottish government’s reset with business in action, and we look forward to developing this partnership in other key areas including exports, tourism and sustainability.”

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