Scotch Whisky is Made To Be Measured in New Responsible Drinking Campaign

The Scotch Whisky Association (SWA) has launched a new campaign as par t of its ongoing effor ts to promote responsible consumption and tackle harmful drinking

Made to be Measured aims to raise awareness of the alcohol content of drinks and the recommended weekly guidelines (units) As Scotland’s national drink, carefully crafted and only released after many years of maturation in warehouses across the countr y, Scotch Whisky is there to be savoured and enjoyed responsibly The campaign aimed at adults in Scotland will run across a range of digital and consumer platforms all using creative adver tising 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, with guidelines from Scotland’s Chief Medical Officer recommending consumers do not regularly drink more than 14 units of alcohol per week Four teen units of alcohol equate to approximately 14 single measures (25ml) of spirits, one and a half bottles of wine or five pints of lager at average strength

Research from the Scottish Government and NHS Scotland found that awareness of the recommended guidance for weekly alcohol consumption remains low

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 industr y 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 ”

Billy Walker, Managing Director of the GlenAllachie Distiller y in Speyside , and chair of the SWA’s Members’ Forum, said:

“This campaign is another impor tant milestone in the Scotch Whisky industr y ’ s continued work to ensure its products are enjoyed responsibly throughout Scotland The whiskies we produce have been skilfully crafted over many years, and we are proud of our products and their place on the world stage We look forward to par ticipating in this campaign to raise awareness and understanding of alcohol units and recommended drinking guidelines among Scottish consumers ”