Alcohol

By 2020, we'll double the sales of lighter alcohol wine and reduce the average alcohol content (ABV) of own brand wine and beer.

There is clear medical evidence that moderate consumption of alcohol can be part of a healthy, balanced diet.

Our role as a supermarket is to provide the widest choice possible for our customers, but we should play our part in marketing alcoholic products responsibly, with clear guidance to customers about alcohol units and the need for moderate alcohol consumption. We believe that offering lighter alcohol alternatives is a key part of meeting this challenge.

Our progress so far

• New responsible drinking point of sale focused on the units in alcoholic drinks
• 14% increase in sales of lighter alcohol wines
• Signed all Public Health Responsibility Deal alcohol pledges aimed at retailers
• First retailer to adopt the Department of Health’s guidelines on alcohol labelling incorporating the ‘Know Your Limits’ alcohol unit measure with government health guidelines
• Active partners in the Community Alcohol Partnerships (CAP) model since 2007, including the first CAP in St Neots.