Annual Report 2020 - Edrington's Alcohol Responsibility Week
Promoting Responsible Consumption
Edrington's Alcohol Responsibility Week
Edrington’s Alcohol Responsibility Week in January 2020 reached more than 2,300 employees across 20 countries.
Alcohol Responsibility Week is designed to give our people the information and support they need to make positive choices around alcohol, whether in their work or home life. It grows in scope and scale each year.
To reach such a diverse audience a range of communication channels are used, including intranet, internal social media, animated videos, posters and leaflets, training sessions and live events with guest speakers.
A popular activity is a ‘low and no-alcohol’ cocktail masterclass, where Edrington’s mixologists train employees to make a range of drinks that include either a single unit of alcohol, or none at all. These sessions were so popular that they were filmed to make them available permanently for an international audience.
In 2020 we incorporated the Scottish Government’s Count 14 campaign, which raises awareness of low drinking guidelines.
Although Alcohol Responsibility Week is designed to be an intensive burst of activity at a time of year when many people are thinking about making healthy choices, we also ensure that there is a regular programme of activities and communication throughout the year.