4 July 2019: New Zealand’s largest alcohol beverage company, Lion, has invested significantly in a fresh new website for its Alcohol&Me training programme, www.alcoholandme.org.nz, which aims to give Kiwis the tools and information they need to stay safe and sociable when they drink.
Lion originally created Alcohol&Me back in 2012 to serve as an internal staff training programme that later, in the face of high demand, grew into an external offering for New Zealand businesses. To celebrate the launch of the new website, each person who completes an online module between July 6th and August 7th will go in the draw to win Steinlager and All Blacks merchandise.
47% of the New Zealand population want to change the way they drink alcohol but don’t know where to start*. The Alcohol&Me programme is one of a kind, offering free, evidence-based, practical advice to help people make informed choices about how they drink alcohol. 30,000 people have already engaged with the online programme, the equivalent of 19 Kiwis completing Alcohol&Me online modules every day. With the relaunch of the dynamic new website, Lion is hoping to get even more Kiwis involved.
Alcohol&Me is not designed to tell people not to drink or make them guilty for enjoying alcohol. Instead, it presents information from local and global experts on how to make smarter drinking choices delivered in a fun and informative way. The online programme is presented as self-guided, interactive and digestible modules with concise and punchy information, quizzes and interactive demonstrations, all created to help people make positive drinking decisions.
The Alcohol&Me programme is also offered to Kiwi businesses via a face-to-face facilitated workshop. Over 4,000 employees have taken part in the training to date with companies like Fulton Hogan, PwC and Colliers International among more than 80 NZ organisations who have incorporated Alcohol&Me into their internal training over recent years.
Research commissioned by Alcohol&Me in 2018 found most Kiwis don’t know what a standard drink is and couldn’t accurately say how many are in the most common alcohol beverages. Three quarters were also unfamiliar with the nation’s recommended healthy drinking guidelines**. Understanding standard drinks is the key to people drinking responsibly.
Jude Walter, a former Lion employee who is now the Alcohol&Me Programme Manager, says Alcohol&Me is unique in its ability to change the way people think about alcohol.
“Alcohol&Me is different in that it is approachable yet impactful. We have already rolled the programme out to various companies in New Zealand and have seen incredibly positive responses from employees first hand, with Kiwis realising the gaps in their alcohol knowledge and actively making necessary changes to their drinking behaviour as a result,” says Jude.
“With the launch of our new and improved website, we hope to reach even more New Zealanders to help them understand exactly what they’re drinking and give them the tools they need to feel safe and informed about alcohol. Knowing what a standard drink is, for example, is crucial to this. Alcohol&Me helps sift through all the confusion to give people easy access to practical, real life tools and tips that can help them drink smarter.”
Lion does not take any profit from Alcohol&Me with all funds reinvested back into running the programme. It’s part of their acknowledgement that, as New Zealand’s largest alcohol beverage company, they have a responsibility to educate and inform Kiwis about what they’re drinking and how alcohol affects the mind and body.
To celebrate the launch of the new look site and help encourage people to complete the online modules, Alcohol&Me is teaming up with Steinlager this month to help fans keep their ‘Head In The Game’ this rugby season. The joint brand campaign encourages fans to take the online training modules for the chance to win some amazing Steinlager and All Blacks prizes – including 20 weekly prizes and two 65-inch HD TV and Soundbar packages. Lion hope this will be an impactful way to boost alcohol knowledge amongst Steinlager’s very loyal and social audience.
For more information on, and to take part in, Alcohol&Me, please visit: http://alcoholandme.org.nz.
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* The Tomorrow Project National Launch Research 2012
**The research was conducted by research agency Fiftyfive5 in November 2018, surveying 797 adult New Zealanders
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About Lion NZ
Lion NZ is New Zealand’s leading alcohol and beverage company with brands including Speight’s, Steinlager, Panhead, Wither Hills, Havana Coffee Works and Hopt Soda. The company employs around 1,200 people across its head office and The Pride in Auckland, Speight’s, Harrington’s, The Fermentist, Emerson’s and Panhead breweries, the Wither Hills winery, Havana Coffee Works and its LK retail stores. Lion has both the Gender and Rainbow Tick and has won many awards for closing the gender pay gap and embedding flexible working into the business. It is a founding member of responsible drinking charity Cheers!, runs its own alcohol education platform called Alcohol&Me and provides funding to support Health Promotion Agency’s moderation programmes. Lion is also a founding signatory to the Climate Leaders Coalition and part of the Sustainable Business Network.
For more information on Lion NZ, visit www.lionco.com