Tennent Caledonian is to print the UK Chief Medical Officer’s updated weekly consumption guidelines onto cans of Tennent’s Lager. New cans roll out later in March, making Tennent’s the UK’s first alcohol brand to take this step.
The new guidelines will be shown on 24 packs of 440ml, 500ml and 568ml cans.
The decision comes almost a year after Tennent’s broke new ground by including calorie information on its packaging.
Alan Hay (pictured, right), Sales Director at Tennent’s, said responsible drinking was a key priority for Tennent’s. “Including the latest weekly unit advice on our packaging was the logical next step following our decision to be the first alcohol business in the UK to display calorie content on our products in 2016.”
Welcoming the move, Dr Catherine Calderwood (pictured, left), Chief Medical Officer for Scotland, called for all drinks manufacturers to follow Tennent’s lead.
Revised in 2016, the latest guidelines state that adults should not regularly consume more than 14 units of alcohol per week. The previous limit was 21 units for men and 14 for women.
Tennent’s parent company, C&C Group, will be rolling out the new guidelines across its packaged portfolio, which includes Magners Cider, in the UK over the next 12 months.