Martin Whitfield MSP has welcomed a new campaign from The Scotch Whisky Association (SWA) to help tackle harmful drinking.

Made to be Measured aims to raise awareness of the alcohol content of drinks and the recommended weekly guidelines (units). The campaign, aimed at adults in Scotland, highlights that Scotch Whisky is to be savoured and enjoyed responsibly. It will run across a range of digital and consumer platforms, all using creative advertising to help convey and clarify the units within Scotch Whisky and other alcoholic drinks.

One single 25ml measure of whisky (at 40% abv) comes in at one unit. Guidelines from Scotland’s Chief Medical Officer recommends consumers do not regularly drink more than 14 units of alcohol per week. This equates to approximately 14 single measures (25ml) of spirits, one and a half bottles of wine or five pints of lager at average strength.

Scottish Government and NHS Scotland research has found that awareness of the recommended guidance for weekly alcohol consumption remains low.

Martin Whitfield MSP said:

“I welcome this new industry campaign and its aim of raising awareness of the alcohol content of drinks and recommended weekly guidelines. There are some fine Scotch Whisky producers in Southern Scotland, and that is certainly to be welcomed.

“However, it’s important that consumers are well informed about what they’re drinking and enjoy their Scotch in a responsible way to avoid damaging their health.”

Mark Kent, Chief Executive of the Scotch Whisky Association, said:

“Scotch Whisky is an iconic product with a diverse consumer base, enjoyed in many forms including as a dram, or in a cocktail. However, you enjoy your whisky, it is a product that is meant to be sipped and savoured. Distillers take great pride in the heritage, experience and care that goes into blending and maturing Scotch Whisky and like us, want to see consumers enjoy these incredible liquids in a responsible manner. It’s about quality over quantity.

“The Scotch Whisky industry takes the responsible consumption of its products extremely seriously. With many people in Scotland still unclear on what the unit guidelines are and how this equates to the volume of alcohol they drink, Made to be Measured aims to drive awareness of this guidance and encourage people to track what they drink, so they can feel informed whilst they enjoy it.”

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