Drinkware teams up with Club 18-30 to curb excessive summer drinking

14 May, 2010

Drinkaware, an alcohol awareness charity in the UK, has announced an initiative with youth holiday operator, Club 18-30, to promote responsible holiday drinking this summer.

Drinkaware states its research reveals that two thirds of 18 to 24-year-olds cite being on holiday as a trigger for drinking to excess. Club 18-30 says 88% of holiday guests under 24. The idea is to provide tips to stay safe when drinking.

Drinkaware says it will provide intensive training around the theme, ‘Why waste your week being wasted?’ to 160 reps who will look after the tens of thousands of guests who are expected to jet off to 12 Club 18-30 European resorts between May and August.

A Drinkaware survey of Club 18-30 reps found that during previous seasons nearly all respondents had dealt with a guest injuring him or herself, or vomiting.  More than two thirds (68%) of reps were concerned about guests drinking too much and a third (33%) spent more than 50% of their time dealing with alcohol-related issues.

In addition to the interactive training sessions giving advice about staying safe when drinking in the sun, avoiding holiday arguments and protecting personal possessions, Club 18-30 resorts will also display Drinkaware merchandise, posters by hotel pools, in hotel communal areas and on airport transfer coaches across Europe.

A Drinkaware website takeover entitled ‘What goes on tour doesn’t always stay on tour’ will also support the campaign and offer pre-departure tips to guests.

Drinkaware chief executive Chris Sorek said: “Challenging the culture of Brits boozing abroad is a difficult task and tackling the preconception that you must drink to have a good time on holiday is the starting point. When you’ve worked hard for your week-long summer holiday it can be easy to let your hair down and forget the risks associated with drinking to excess.

“It’s important we remind people that holiday drinking can result in more than just a hangover. Excessive drinking can put people at increased risk of sunburn, dehydration, committing or being the victim of a crime, compromised personal safety and injury.

Ian Kaye, general manager, UK events and overseas says: “Club 18-30's partnership with Drinkaware is all about taking the responsible approach and making sure our guests have the right advice available to them when they go abroad. We want our guests to enjoy themselves but it's important that they know their limits, and the useful tips put forward by Drinkaware will go a long way towards a safe and enjoyable summer season.”





Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the company’s Danish origins.

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