The Scotch Whisky Association (SWA) has launched a new campaign as part of its ongoing efforts to promote responsible consumption and tackle harmful drinking.
‘Made to be Measured’ aims to raise awareness of the alcohol content of drinks in units and the recommended weekly guidelines.
The campaign, aimed at adults in Scotland, runs across a range of digital and consumer platforms and helps convey and clarify the units within Scotch and other alcoholic drinks.
Research from the Scottish Government and NHS Scotland found that awareness of the recommended guidance for weekly alcohol consumption remains low.
Mark Kent, Chief Executive of the SWA, said: “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.”
