Promoting Beer as the Responsible Choice . Paul Hegarty Communication & Public Affairs Consultant. Agenda. A Burning Platform Nailing the myths about beer Positioning beer and pubs as part of the solution, not part of the problem. Change in Market Share 1997-2010. Spirits. Cider. Wine.
Communication & Public Affairs Consultant
“Pub closures running at 39 per week”BBPA 2010
Duty on 5% beer is 29p per pint more than cider
Beer and Wholesomeness
Source: ComRes for the BBPA
Growing share in a declining market is good but growing share in a growing market would be even better!
Beer’s fortunes won’t change until politicians, the media and the public believe that beer and pubs are a good thing.
We need to get on the front foot to
You can’t do PR by committee!
Most people drink sensibly
Answer is to target harm not penalise the majority.
Tighter law enforcement
Partnership is essential
Most people drink harmfully
Answer is to reduce overall consumption
Industry can’t be trustedDifferent approaches to alcohol issues
“We will expect to see national level collaborative working through increased business involvement in public health initiatives”
“Focus areas are the food we eat and exercise we take, the alcohol we drink and the places we work”.
A unique partnership between the industry and public health community
Over £5m annually from over 50 companies
Young people and parents:
“When and how to start talking to children about alcohol?”
Parents have a responsibility to be good role models.
“Why let good times go bad?”
Drunkenness is risky…and not cool.
“How much is too much?”
Regular overconsumption puts you at risk.
Homer Simpson versus Captain Spock
Homer normally wins.
Rationale decision making is typically 5% of choices
Most people don’t binge drink
People are more interested in today than 30 years time.
“Scaring the health into people”
#1/#2 for term ‘alcohol’ in Google
2.1 million unique views annually
Over 5+ millionpage views
Drinkaware received far more
traffic than Alcohol Concern or
Department of Health websites
Daily Mail and Daily Telegraph
identified Drinkaware as an
essential health website
£24 million campaign in 2010