Drinkaware relaunches to present facts on alcohol

Thu, 4 Jun 2009 | By Russell Parsons

The independent charity wants to “reinforce” Drinkaware, formally known as the Drinkaware Trust, as an “evidence based organisation that helps dispel myths and present honest facts about alcohol”.

The relaunch includes a new strapline “for the facts”.

The charity, funded by the drinks industry, has been gearing up for the relaunch since the start of the year, employing brand consultancy Whiteshirt to carry out a brand review in January.

Last month, it awarded Enable Interactive and Frank PR with a £1m digital and PR brief to help push the message of responsible drinking.

The charity’s website address currently appears on much of the UK’s major drinks producers’ marketing campaigns.

The industry, often via The Portman Group, has been including a message to drink responsibly for some time. Drinks makers are pushing to continue the current self-regulatory approach over more stringent Government rules that could include mandatory health warnings.