Molson Coors commits to unit labeling on glasses

15-Mar-2011 - Last updated on 15-Mar-2011 at 11:01 GMT

Related tags Responsibility deal Beer Pledge Molson coors

Molson Coors chief exec Mark Hunter is calling for a 'holistic alcohol strategy'

Carling and Grolsch brewer Molson Coors has committed to providing alcohol unit information on its glasses, and will also introduce two-third pint measures in support of the Government’s Responsibility Deal.

The pledge comes ahead of an official announcement expected later today from Health Secretary Andrew Lansley with more details on the Responsibility Deal.

This aims to promote responsible drinking and information on alcohol unit content.

Responsibility Deal pledges

Molson Coors this morning said it will put clear unit content and ABV information on glassware, and will also roll-out a two-third pint measure across all of its brands.

In addition, the brewer confirmed that it will place an “amplified” focus on developing the mid-strength beer category once more favourable tax levels are introduced in the autumn.

“We recognise the role that we all have to play in public health and welcome the opportunity to work in partnership to tackle these challenges,” said Mark Hunter, Chief Executive, of Molson Coors, UK & Ireland.

“The Responsibility Deal is a significant development, but a longer term, holistic alcohol strategy is the only genuine solution if we are to move to a sustainable and effective framework around alcohol that ensures the culture around irresponsible alcohol consumption changes and becomes the unacceptable face of society.

“Sharing a beer with friends is one of life's simple pleasures so it is fundamental for us to target irresponsible, excessive drinking, and not the responsible consumer. ”

Responsible alcohol trading

Molson Coors said it will also partner with the British Institute of Innkeeping and the Home Office to support the Best Bar None scheme for at least the next three years. This is an award scheme that incentivises responsible on-trade alcohol retailing and aims to reduce alcohol-related crime and violence.

In a similar move, Heineken UK has also pledged its support to the Responsibility Deal, announcing that it will remove 100m units of alcohol from the UK market by 2013 by developing a low-strength variant of one of its top brands — Foster’s, Strongbow, Heineken and John Smith’s.

More details of the Responsibility Deal are expected to be released later today.