We teamed up with alcohol education charity Drinkaware to promote responsible drinking

Published on January 22, 2020 and last updated on January 22, 2020

We teamed up with alcohol education charity Drinkaware to promote responsible drinking by putting on an awareness day at our Portadown, Strabane and Belfast Shore Road stores.

This year’s activity focused on Drink Free Days, Drinkaware’s flagship campaign to help midlife drinkers – aged 45-64 - reduce their alcohol consumption by taking more drink free days every week.

Ambassadors also handed out alcohol assessment scratch cards to encourage customers to reflect on their drinking habits, Drinkaware alcohol unit measure cups, and ‘Talking to your kids about alcohol’ leaflets.

They were also able to discuss any concerns shoppers had about their own or a family member’s drinking.

Drinkaware chief executive Elaine Hindal said: “We’re delighted that our activity in Asda stores has become an annual event, giving us a powerful platform to talk directly to their shoppers every January – a time when many people are looking for information and help to cut back on their drinking."

Chris Lowe, senior director for corporate affairs at Asda, said: “We know that our customers respond positively to the Drinkaware presence in-store, and value the opportunity to receive factual, non-judgmental advice about drinking, in an informal setting. The initiative is an important part of Asda’s commitment to help our customers drink responsibly.”

At our Strabane store Orfhlaith Begley MP and Maoliosa McHugh MLA attended the event, while at Portadown Carla Lockhart MP and Dolores Kelly MLA learned more about the initiative and spoke to customers.

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