Scots brewery incorporates new alcohol awareness labeling

One of Scotland's foremost independent breweries is leading the way with efforts to encourage sensible drinking by incorporating new Government alcohol consumption guidelines on all its labeling.

Cawdor-based Sinclair Breweries Ltd, which operates The Orkney Brewery and Kinlochleven’s Atlas Brewery, is believed to be one of the first in the country to include the alcohol unit information on its bottles.

Studies have shown that while most people are aware of units as a measure of alcohol consumption, only a small percentage actually keep a check on how much they drink.

In a recent agreement between the Government and the drinks industry, a voluntary labeling scheme was introduced whereby a drink's unit content is displayed alongside official recommended safe drinking guidelines. The website address of alcohol advice charity, the Drinkaware Trust, is also being included in the new labels.

The labeling information will be supported by a major cross-Government campaign on alcohol from 2008, a large part of which will be about raising unit awareness.

The new labels being introduced by Sinclair Breweries Ltd – producers of award winning beers such as The Red Macgregor, Dark Island, Nimbus Blonde and Latitude – also include detailed tasting notes.

Norman Sinclair, managing director of Sinclair Breweries Ltd, said: ‘I think it’s important that the drinks industry takes a more responsible attitude towards the issue of alcohol consumption and we were very keen to lend our backing to this new voluntary agreement. Not only do we feel that the new labeling will help encourage a sensible approach to alcohol consumption, we also think it will enhance enjoyment of quality products which are, after all, designed to be savored.’

Sinclair added: ‘We have also revised our tasting notes to help consumers make more informed choices about the beers they are buying. Equally, we thought it was important to suggest what foods might go best with a particular beer, an approach which is familiar to wine drinkers. It’s all about ensuring the best possible experience for our customers.’

The new labels have been produced by labeling specialists, Label Graphics Ltd. The Glasgow based firm recently won a string of awards at the labeling industry’s FINAT competition in Belgium, including a Highly Commended for the Dragonhead Stout label it produced for Sinclair Breweries Ltd.