Diageo Launches Educational Campaign
Diageo has launched an educational campaign – Fancy That! – aimed at helping consumers better understand alcohol units.
The campaign highlights the role spirits can play for people who plan to moderate, as consumer understanding of the difference between ABV and units is low.
- A single serve of 37.5% ABV rum and cola is equivalent to one unit.
- A pint of 4% ABV lager is equivalent to 2 units.
Many mixed drinks containing a single serve of a spirit often contain half the alcohol of alternative choices such as a pint of lager or a medium glass of wine.
The campaign aims to combat the misconception that the perceived ‘strength’ of a drink is often taken from the absolute ABV of a spirit regardless of whether it is paired with a mixer.
Author's summary: Diageo launches Fancy That! campaign to educate consumers on alcohol units.