Drinkaware and Asda partner on in-store alcohol education days

January 2019


Alcohol education charity Drinkaware and retail giant ASDA are teaming up again in 2019 for a partnership that will see Drinkaware ambassadors going into 100 stores across the UK on 11th and 18th January to give shoppers information and advice about alcohol.

This will be the third year of the initiative, which last year saw in-store Drinkaware ambassadors engage with almost 7,000 Asda customers.

This year, the Drinkaware ambassadors will be giving out printed literature and encouraging customers to record their drinking levels; in 50 stores, customers will use a scratchcard while in the other 50, ambassadors will help them to fill in the online Drinkaware DrinkCompare Calculator, which will analyse their current drinking and compare it to others in the same age group.

Drinkaware has also trained Asda community champions, as a way of taking the messages about drinking in moderation out to the wider community through their work with local groups.

Rommel Moseley, Drinkaware Director of Business Development & Partnerships, said, “Working together with ASDA for the past three years has enabled Drinkaware to get out into their stores across the country and work with people face-to-face. 

“The advice and information that Drinkaware provides is invaluable to the many people looking to make changes to their own or a family member’s drinking habits in January, and we know that the Drinkaware ambassadors in Asda will help many customers to make positive changes and reduce their risk of alcohol harm.”

Chris Lowe, Senior Director for Corporate Affairs at Asda, said: “We are pleased to be working with Drinkaware again this year, as part of our role as a responsible retailer, helping them to engage directly with our customers. 

“Customer insight shows that more people think about their health in January, and look for ways to cut back on their alcohol consumption after the festive period, so this opportunity to receive accessible, friendly advice and support comes at just the right time.”


Caption: the Drinkaware Ambassador at Asda’s store in Glasshoughton, West Yorkshire, in January 2018, with a customer and local MP Yvette Cooper, one of many MPs who visited their local store to see the Drinkaware activity. MPs are being invited to engage with the campaign again this year.