IARD on tackling harmful drinking: ‘Data shows it’s working’
‘Moderation’ will be the core message from the International Alliance for Responsible Drinking (IARD) in 2026, as the latest data on alcohol consumption disproves claims there is ‘no safe level’. The CEO of IARD met The Spirits Business to discuss the drinks industry’s positive progress in tackling alcohol-related harm and why it’s imperative government decisions are made on concrete data.
In September 2025, IARD released Progress Report: Alcohol Consumption and Alcohol-Related Harm, based on the latest data from the World Health Organization (WHO).
IARD is formed of 13 global alcohol beverage companies, including Diageo, Pernod Ricard, Suntory Global Spirits, Moët Hennessy and Bacardi.
WHO data released in 2025 and analysed by IARD showed total alcohol per capita consumption worldwide declined by 12% between 2010 and 2022. It puts the world on track to meet the WHO’s target to reduce alcohol per capita consumption by 20% by 2030, compared with 2010 levels.
Julian Braithwaite, CEO of IARD, noted this data shows tangible, positive progress in tackling harmful drinking.
“Our international strategy is to reduce harmful alcohol; the data shows it’s working,” he told The Spirits Business. “All the trends are going in a positive direction. Binge drinking is down, underage drinking is down, and drink driving is down.”
In 2025, the alcohol industry faced heightened levels of anti-alcohol lobbying. In January last year, a report from the US surgeon general examined the link between alcohol consumption and cancer risks, and recommended additional warnings on product labels.
“It was a big speech in the first months of 2025,” Braithwaite recalled. “I think that’s died down – but there’s space to talk more about moderation and for people to understand that if you drink in moderation, that’s low risk.
“This message is supported by science. Research shows people who drink moderately live as long as people who don’t really drink at all. The message people are getting is ‘less but better’.
“IARD always points to the research; we have to follow the data. The research and analysis are always done by independent organisations – it’s not us or our industry creating these studies. This is what these independent organisations are finding, and these are reviewed by these organisations. People can go look for themselves and the evidence supports what we are saying.”
The CEO believes a collaborative industry approach and cooperation between the private sector and governments/policymakers are crucial to protect the future of the alcohol industry – and consumers’ health.
More distinction between moderate and harmful consumption
Braithwaite said he sees room to create “greater distinction and understanding between moderate consumption and harmful consumption”.
While campaigns such as Dry January can divide industry opinions, Braithwaite sees the positive in the month-long abstinence drive. It comes down to a core message for IARD: moderation.
“The lesson to take away from Dry January is moderation,” he said. “That’s a better relationship with alcohol. It’s doing [Dry January] and achieving a more mindful and sensible relationship with alcohol, to drink more moderately throughout the whole year.
“Again, the data shows people are more mindful about how they drink.”
Data from beverage analyst IWSR showed 61 million people were recruited into no-alcohol between 2022 and 2024, while 38m were recruited into low-alcohol (IWSR No- and Low-Alcoholic Strategic Study).
“Low and no is a new way of drinking,” Braithwaite said. “Brewers have got great products now in this area, and we’re beginning to see this spread into other sectors. It’s one of the interesting stories here at Wine Paris [9-11 February 2026], the developments in low- and no-alcohol wines and spirits.
“The WHO saw no/low as a gateway into alcohol. But actually, it’s a way for people who like a particular brand, or want to alternate between zero-alcohol and a regular gin and tonic, to have that alcohol-free option.
“Is no-alcohol a gateway to alcohol? No. The data shows people can drink less, and have products with alcohol and products without alcohol.”
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