Drinking in moderation is a normal and enjoyable part of life for most adults, and evidence suggests it may be more beneficial to drink moderately than to abstain[1-6].
There is a significant and growing body of evidence to suggest that, when enjoyed in moderation, alcohol can benefit wellbeing. For example, moderate drinking has been associated with a reduced risk of coronary heart disease[2-3], adult-onset diabetes, a delay in the onset of dementia, and a reduction of the impact of osteoporosis.
These benefits are not realised when alcohol is misused, and as an alcohol producer, Lion recognises the negative health impacts and social costs that are created by those who choose to consume irresponsibly.
We believe it is our obligation to ensure that we do not contribute to the problem of misuse, and instead play a leading role in improving the understanding and management of alcohol misuse.
The reasons behind alcohol misuse are complex and there are no simple answers. A review of all the available evidence has led medical and educational experts to advise us that education and targeted intervention aimed at changing the negative aspects of Australia’s drinking culture are the keys to minimising alcohol misuse.
As a consequence, we support a number of education and cultural change programs. We are committed to these initiatives, which are aimed at changing community expectations around what is acceptable behaviour when drinking takes place and empowering individuals to make better choices when they drink.
Helping People Get the Facts
Lion joined DrinkWise Australia and other major producers in July 2011 to launch new consumer information messages on the labels of alcohol products in Australia. We adopted all three DrinkWise consumer information messages, which will be rotated on an ongoing basis throughout our beer, cider and wine portfolios, as well as through the spirits portfolio of our joint-venture partner Bacardi Lion.
The messages will sit alongside the DrinkWise ‘Get the Facts’ logo, to encourage consumers to visit the DrinkWise website for more detailed information, and will be supported by a point-of-sale brochure and DrinkWise’s ongoing educational campaigns.
Lion is a founding member of DrinkWise Australia and has long supported its efforts to challenge the Australian drinking culture through national information and education campaigns. We believe that through this initiative we can help expand these campaigns from television, online and print directly to the consumer, and by uniting the industry behind a common scheme, it will ensure consistency in message and increased consumer exposure across a much broader range of brands and product types.
While DrinkWise is an Australian-based organisation, to ensure cross-Tasman alignment in New Zealand Lion has adopted two of the DrinkWise consumer information messages:
- It’s safest not to drink while pregnant
- Is your drinking harming yourself or others?
These messages will sit alongside Lion’s existing ‘Drink Responsibly’ logo, to encourage consumers to visit the existingwebsite for more detailed information on responsibleconsumption. The ‘Kids and alcohol don’t mix’ message was not adopted due to the fact it is part of an Australian-specific education campaign that is not available in New Zealand.
Promoting the Change we want to see
We aim to create the best-loved brands across the Tasman and our marketing helps confirmed drinkers with their brand choices. In doing this we take great pride in being a responsible marketer, complying fully with the letter and spirit of highly effective regulatory codes.
We believe that by depicting people enjoying their drinks safely and responsibly we can embed positive images of sociability with consumers, and in turn promote a positive drinking culture. We want our products to be consumed responsibly, both because it’s right and because it will ensure the sustainability of our business for many years into the future.
Our responsible marketing standards are detailed in the Lion Code for Responsible Marketplace Activity, which covers all our marketplace activity – from new product development, advertising and sponsorship, right through to online and promotional activity.
Drinking for the Right Reasons
To encourage a healthy drinking culture, it’s important for people to gain an appreciation of the tastes and flavours of the beverages they consume. Stressing the importance of savouring the flavours promotes the practice of drinking in moderation.
Each year our Craft Beer Specialists conduct 150-200 beer dinners, as well as numerous staff training sessions, where beers are tasted and matched with foods.
James Squire is currently a sponsor of the Taste of Sydney and the Taste of Melbourne festivals and we are proud to have the only Australian brewery that’s actively educating consumers about beer and food matching. Our Fine Wine Partners division is also an active participant in wine appreciation, and in 2010 presented Australia’s Wine List of the Year Awards in partnership with Gourmet Traveller Wine – recognising the country’s most interesting, best-constructed wine lists.
Find out more about beer appreciation
 R Doll, R Peto, E Hall, K Wheatley, R Gray, Mortality in Relation to Consumption of Alcohol: 13 Years’ Observations on Male British Doctors BMJ 1994;309:911-918http://www.bmj.com/cgi/content/abstract/309/6959/911
 Rimm EB et al, A Biologic Basis for Moderate Alcohol Consumption and Lower Coronary Heart Disease Risk: A Meta-Analysis of Effects on Lipids and Haemostatic Factors, BMJ,319: 1523–1528, 1999; Hines LM et al, Moderate Alcohol Consumption and Coronary Heart Disease: A Review, Postgrad Med J,77:747–752, 2001.
 Paul E Ronksley et al, Association of alcohol consumption with selected cardiovascular disease outcomes: a systematic review and meta-analysis, BMJ 2011;342:d671; Susan E Brien et al, Effect of alcohol consumption on biological markers associated with risk of coronary heart disease: systematic review and meta-analysis of interventional studies, BMJ 2011;342:d636
 Rimm EB et al, Prospective Study of Cigarette Smoking, Alcohol Use, and the Risk of Diabetes in Men, BMJ, 310:555-559,1995; Perry L et al, Prospective Study of Risk Factors for Development on Non-Insulin Dependent Diabetes in Middle Aged British Men, BMJ, 310:560-564, 1995.)
 Truelsen T, Amount and Type of Alcohol and Risk of Dementia, Neurology, 59:1313–1319, 2002; Peele S et al, Exploring Psychological Benefits Associated with Moderate Alcohol Use: A Necessary Corrective to Assessments of Drinking Outcomes? Drug Alcohol Depend, 60:221–247, 2000.
 Feskanich D et al, Moderate Alcohol Consumption and Bone Density Among Postmenopausal Women, Journal of Women’s Health, 8(1):65-73, 1999; Hoidrup S et al, Alcohol Intake, Beverage Preference, and Risk of Hip Fracture in Men and Women, American Journal of Epidemiology, 149:993-100, 1999.