Diageo has launched an educational campaign, Fancy That!, to improve consumer understanding of alcohol units in popular drinks – and highlight the ‘positive role’ that spirits can play for people aiming to moderate.
According to the drinks giant, there is still low consumer understanding of the difference between Alcohol By Volume and units, with the perceived ‘strength’ of a drink often based upon the absolute ABV of the spirit, rather than the units involved when that spirit is measured out and paired with a mixer.
The Fancy That! campaign looks to correct this misconception by highlighting that many mixed drinks with a single 25ml spirit serve – such as a standard gin & tonic or whisky & lemonade – often contain half the alcohol delivered by a pint of lager or a medium glass of wine.
Similarly, a single 25ml serve of 37.5% ABV rum and cola is equivalent to one unit, compared to 2.3 units in a pint of 4% ABV lager, while a standard Tommy’s Margarita with 50ml of 37.5% ABV tequila is equivalent to two units, compared to the 2.3 units in a 175ml glass of 13% ABV wine.
The new campaign has been delivered through DRINKiQ, Diageo’s global responsible drinking platform.
Ian Smith, corporate relations director for Diageo GB, and chair of the UK Spirits Alliance, said: “With so many myths about the real strength of popular drinks, trying to manage your alcohol intake can become confusing.
“At the heart is an outdated and misguided idea that distilled spirits are somehow less appropriate for moderation compared to beer or wine,” said Smith.
“The fact is, spirits can play a powerful role in the growing trend towards moderation, with their versatility and mixability making them perfectly placed to be drinks of moderation.
“This campaign will challenge these misconceptions, and hopefully, with greater knowledge about alcohol units, moderation can become less about restriction and more about enjoying what you fancy, responsibly.”
