Miller Brands is to support the industry led ‘Campaign for Smarter Drinking’ for the second year running. The 5 year, £100 million social marketing campaign is aimed at encouraging more responsible drinking among young adults and reducing the social acceptability of drunkenness.

Developed by over 45 companies, the initiative is being implemented in partnership with the independent charity The Drinkaware Trust as well as the Government. With support from the drinks industry, the campaign uses digital advertising, outdoor advertising, packaging and point of sale displays to deliver its message under the strap line “why let good times go bad?”

It does not talk down to young adults or try to lecture them, as this approach has been shown not to work. Instead it emphasises the benefits of responsible enjoyment and offers practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely. In doing so, it aims to shift the current culture with regard to alcohol by targeting those who drink to excess without punishing the majority of responsible drinkers.

For more information please visit www.drinkaware.co.uk.

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Notes to Editors:
 

Miller Brands
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.