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04 May 2023

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

Scotch Whisky is Made To Be Measured in New Responsible Drinking Campaign
A new campaign from the Scotch Whisky industry encourages drinkers in Scotland to learn more about units of alcohol in different drinks categories.

The Scotch Whisky Association (SWA) has launched a new campaign as part of its ongoing efforts 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 country, 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 advertising 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. Fourteen 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 industry 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 Distillery in Speyside, and chair of the SWA’s Members' Forum, said: “This campaign is another important milestone in the Scotch Whisky industry’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 participating in this campaign to raise awareness and understanding of alcohol units and recommended drinking guidelines among Scottish consumers.”

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Notes to Editors

The Made to be Measured campaign landing page can be found here:   

The Scotch Whisky Association (SWA) is the trade body for the Scotch Whisky industry, representing 92 member companies involved in the production and distribution of Scotch Whisky, accounting for over 95% of the sector. Membership of the SWA is diverse, from listed multinational spirits producers through to small family-run distillers, bottlers, blenders, and brokers.

The Scotch Whisky industry employs more than 11,000 people directly in Scotland, with 7,000 of those jobs in rural areas. It supports 42,000 jobs across the UK, including throughout its supply chain.

The SWA is committed to promote the responsible consumption of alcohol as part of a balanced lifestyle, and to support initiatives that address harmful consumption. More information can be found here.