21 May 2026
Industry continues commitment to promoting responsible alcohol consumption
Industry initiatives to reduce harmful drinking and promote responsible consumption have been set out in an updated report launched this month by the Scotch Whisky Association (SWA).
The Scotch Whisky sector has long recognised that the sustainability of its product is closely linked to responsible enjoyment. The latest edition of the SWA’s ‘Matured to be Enjoyed Responsibly’ report highlights the importance the industry has placed on promoting moderation and informed consumer choice through responsible marketing, education and support for grassroots initiatives.
Through improved label information, the use of QR codes, dedicated educational websites and robust marketing guides, including the SWA’s Code of Practice, the latest publication from the SWA is aimed at demonstrating the industry’s commitment to promoting responsible consumption as a priority. The report provides a snapshot of these efforts.
Successes were a key feature of the ‘Matured to be Enjoyed Responsibly’ report and included analysis of the SWA’s ‘Made to be Measured’ initiative, which showed that 88% of Scotland-based consumers who saw the campaign took action, including reducing alcohol consumption and discussing unit guidelines. The sixth edition report also highlighted the importance of collaboration, with the industry working closely with organisations such as Drinkaware, Community Alcohol Partnerships and the Scottish Alcohol Industry Partnership.
Commenting on the report’s publication, SWA Chief Executive Mark Kent said: “The Scotch Whisky industry takes its role in promoting responsible consumption and tackling harmful drinking seriously. While alcohol can play an important, positive role in society when consumed in moderation, it also carries health and societal risk if consumed irresponsibly.
“‘Matured to be Enjoyed Responsibly’ demonstrates how the Scotch Whisky industry is playing its part to reduce harmful consumption and promote responsible enjoyment for generations to come.”
Karen Tyrell, CEO at Drinkaware, the UK’s leading alcohol charity, said: “This report highlights the positive steps being taken by the Scotch Whisky Association to raise awareness of alcohol harm, encourage moderation and improve support for those who need it.
“As Drinkaware marks its 20th year, we are proud to continue this partnership and strengthen our work across industry, public health and communities to prevent alcohol-related harm and support healthier choices.”
Notes to editor:
A link to the full report is available here.
For further information, please contact: pressoffice@swa.org.uk