Asda Boston partners with Drinkaware

Boston’s Asda store is partnering with alcohol education charity Drinkaware to provide customers with free information and advice on alcohol.

On Friday 17 January 2020, Drinkaware ambassadors will be on hand to hand out specially-created alcohol assessment scratchcards which use a factual, non-judgmental approach to invite consumers to reflect on their drinking habits.

Customers will also be able to talk to the ambassadors to discuss any concerns they have about their own or family members’ drinking. The aim is to help people make informed decisions by creating awareness around the harms of alcohol and the health benefits of cutting down.

This year will see a particular focus on Drink Free Days which is Drinkaware’s flagship campaign which targets midlife drinkers aged 45-65 who are drinking routinely in the home and over the low risk drinking guidelines. Extensive research found that incorporating Drink Free Days was a positive and encouraging way for them to change their drinking habits for the better, thereby reducing their risk of alcohol related harm.

Along with the chance to talk with Drinkaware’s trained advisors, shoppers will be able to take home a copy of the charity’s ‘Talking to your kids about alcohol’ leaflet, as well as alcohol unit measure cups and calorie wheels.

Adam Jones, Drinkaware Director of Business Development & Partnerships, said: “Working together with Asda for the past four 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 Public 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 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.”