By Amelia Ball
Mounting external attention on the alcohol industry intensified last week, with both Lion Nathan and the Foster’s Group announcing they would cease production and marketing of their energy-added and higher alcohol RTDs.
The voluntary moves will limit their RTD portfolios to two standard drinks, at 7 per cent ABV, and end all energy-added RTDs.
Foster’s managing director Jamie Odell said while the company believes the real issue is not ‘bad’ products but ‘poor drinking behaviour’, Foster’s deemed it important to take proactive measures.
Lion Nathan managing director Andrew Reeves agreed, adding that it was the first step in a holistic program to encourage responsible and sustainable drinking.
The moves followed the Federal Government’s announcement last month of a $53 million campaign to combat binge drinking and alcohol misuse, specifically among younger people.
Community and media attention on the industry had further grown since the government revealed plans to invest in community initiatives, early intervention and education among young people, as well as advertising to confront young people with the consequences involved with alcohol misuse.
The move ties in with the government’s wider commitment to establish a national taskforce to reduce the health problems caused by excessive alcohol consumption.