The drinks industry has pledged to remove 1 billion units of alcohol from the UK market by December 2015.
By lowering the strength of well-known brands and introducing new lower alcohol alternatives, the pledge aims to ‘foster a culture of responsible drinking which will help people drink within guidelines’.
This pledge offers a chance to reduce the amount of alcohol people consume without reducing the number of drinks that they purchase, thus improving public health without damaging the viability of business. Companies can also find out how to calculate their individual contribution to the pledge.
Click here to read more about the Unit Reduction Pledge