Vol. Corporate Social Leadership The Autumn has seen an important Pub Association and Anheuser Busch on Contents round of conferences in Europe, with the Social Norm Approach to reducing social responsibility and a pro-active misuse in the City of Manchester industry as a central theme. Hot on the (UK) and in US Colleges and Universities. footsteps of the Amsterdam Group US Government Awards 1st (TAG) conference reported in the ‘Social Norming’ involves education Major Grant for Study of September/October edition of AIM, the campaigns which look to reverse binge World Advertising and Research Centre drinking in colleges through publishing and Health Page 3 and ADMAP hosted the 8th Alcoholic facts and figures. Experience shows that Behave responsibly or face banning alcohol on campus or saying Conference which focused on curbs from Europe Page 3 Social Leadership within the Social ‘don’t ’ does not work. Social Responsibility Debate. Norming uses figures to illustrate that most people drink sensibly and to show Red wine could be good for The essence of the conference was to see that excess is the exception rather than your lungs Page 4 corporate social leadership as a marketing the norm. The idea is to remove the opportunity and key to company policy pressure that college freshmen feel to Alcohol and by Dr. Erik throughout all departments rather than drink to excess to fit in, as the ‘norm’ Skovenborg Page 5 being periphery to business. A quote has incorrectly been believed to be binge from Pricewaterhouse Coopers drinking rather than moderation. A full Corporate Social Respon- summarised the position well ‘A report on this seminar will appear in the company’s most important asset is its next edition. sibility an opportunity or reputation’. A study by Heineken threat? WARC Alcoholic presented at the AIM/WSA conference Finally the Brewers of Europe held a Drinks Conference by on self regulation and Social conference on and Health in Responsibility in the Spring showed that Brussels and were able to announce that Helena Conibear Page 5 the beverage alcohol industry needs to a European equivalent of the ABRMF build trust and reputation as the public for Europe has now commissioned its Book Reviews:Moderate first research. The initiative, guided by believe the industry is less responsible Alcohol Consumption and than the petro-chemical industries, Professor Oliver James of the University pharmaceuticals and GM companies, of Newcastle aims to help fund impartial Vascular Health by Aafje infact only tobacco scored lower. There alcohol research which to date is Sierksma Page 7 is a full conference report on page7. underfunded in Europe. A summary of the conference can be found via This was closely followed by a fascinating www.brewersofeurope.org and extracts The Art of Moderation - an seminar hosted by the British Beer and will appear in the January edition of AIM. alternative to by John Michael Page 7

WSA International Code of Practice Page 9

Volume 12 No.4 November/December

www.aim-digest.com www.drinkingandyou.com

/ News from around the2 world

AIM Digest PO Box 2282 USA BATH, BA1 2QY, UK France Tel: (44) (0)1225 471444 A bill aimed at lifting restrictions on wine “Alcohol and youth make a dangerous Fax: (44) (0)1225 427444 combination, a $53 billion problem that e-mail: [email protected] sponsorship, particularly during sporting can lead to increased crime and traffic Web sites: www.aim-digest.com events shown on television, has been www.drinkingandyou.com drafted by 12 French senators. deaths and one the government, parents Annual Subscriptions to AIM Restrictions were first introduced in the and industry need to solve”, the Institute Single subscription to AIM Digest on- 1990’s as part of the Loi Evin on tobacco of Medicine stated in September. The line(published bi-monthly) £100 or $175 and drinks advertising. They have been Washington-based institute, a health Corporate subscription level of £500 or $875 for AIM Digest on-line and the monthly widely criticised by all strands of the policy advisory centre affiliated with the highlights. industry, mainly because of their National Academies, urged higher federal Please make cheques/drafts in British pounds disparity: while as events broadcast to an and state taxes on alcoholic beverages, sterling or dollars payable to AIM Digest at tougher state drinking laws, better state the above address or email via international public can display adverts :[email protected] for foreign drinks brands, events identification cards and improved policies for detecting and stopping underage Peter Duff – Executive Chairman, considered to be ‘binational’ cannot. The tel: (44) (0)1225 471444 senators claim that this has lead to unfair drinking parties. As the report was being email: [email protected] competition for French wine producers issued, the alcoholic beverage industry Helena Conibear – Editorial Director, and have asked that wine be excluded said it will increasingly target its tel: (44) (0)1300 341305 advertising away from youth. email: [email protected] from existing regulations. Elisabeth Holmgren – Director US operations tel: 001 925 9343226 The Netherlands email: [email protected] Spain Ann Hansford – Medical Research Assistant An attempt to include wine in the The Netherlands has seen a fall in alcohol tel: (44) (0)1300 341305 country’s ‘anti botellon’ law, designed to sales of 27% to 31m litres between email: [email protected] January and August this year, according Sherry Webster – Communications Manager curb in Spain, has been tel: (44) (0)1225 471444 dropped following protest by the wine to the Dutch drinks organisation, PDG. email: [email protected] trade. Nevertheless, certain clauses will The report pointed to an 18% increase Kevan Manwaring - Publishing Assistant still apply, although wine will not now be in excise duties on alcoholic drinks, as email: [email protected] affected by the warning labels and the primary reason for the fall. The SOCIAL, SCIENTIFIC AND MEDICAL advertising regulations introduced by the increase was made to cover a •70m COUNCIL law. Among these are hours and budget gap. However, PGD chairman, J. Peter Duff – Chairman UK Blauw said the move had had a negative Helena Conibear -Editorial Director UK conditions of sale, a ban on sales to Elisabeth Holmgren - Director US USA underage drinkers, and no-go areas for effect and may force smaller producers Morris Chafetz, MD USA drinking alcohol. to close down. The increase in duty has Prof. R Curtis Ellison USA The decision to withdraw wine from the also increased the amount of cross Dr. Harvey Finkel USA strictures of the ‘antibotellon’ law was border shopping with neighbouring Prof. Dwight B Heath USA Germany and Belgium. The largest falls Dr. Arthur Klatsky USA taken after heated debate and the Dr. Alfred de Lorimer USA intervention by the Minister of in Dutch sales have been on the borders Prof. Oliver James UK Agriculture - who defended the unique of these countries. Currently taxes, Christopher Jarnvall Sweden nature of wine and its prime role in the including excise duties account for 75% Dr. Philip Norrie, MB BS Australia Spanish diet. Beer and cider producers of the price of alcoholic drinks in the Prof. Jean-Marc Orgogozo France Stanton Peele USA and suppliers believe the exclusion of Netherlands. Harvey Posert USA wine is unfair as one of the favourite Dr. Erik Skovenborg Denmark drinks of ‘botellon’ party goers is a mix Sweden Creina S. Stockley Australia of cheap wine and coca cola. Dr. Thomas Stuttaford UK The EC has told Sweden it must relax Lilyane Weston UK UK USA its laws concerning alcohol purchases Dr. Elizabeth Whelan USA The UK division of Bacardi has dropped The publisher takes reasonable care to ensure the accuracy from abroad, on the grounds that they of quotations and other information contained herein, but Vinnie Jones, the former footballer currently constitute a barrier to trade. At is not responsible for any errors or omissions. Opinions and recommendations quoted herein are usually excerpted, turned actor, from its advertising present, if consumers cannot physically digested or condensed, may be edited for continuity, and are campaign. The aggressive image of transport the product back to Sweden, only part of the opinions and recommendations expressed in the original sources, which should be consulted for details. Vinnie Jones as a role model or suitable they have to request Systembolaget the © AIM Digest 2001. All rights reserved. Material may be image for Bacardi has been criticised by retail monopoly to bring it in on their reproduced with attribution to AIM. several quarters. Published by: AIM Digest, PO Box 2282, BATH, BA1 behalf. 2QY, UK AIM page 2 Policy News 3

Binge-Drinking in US Government Awards 1st Major Grant Ireland for Study of Wine and Health New research shows that 58 % of the For the first time, the federal government moderate drinking, federal agencies have drinking done by men in Ireland is binge of the United States has committed a been primarily concerned with research drinking, the London Press Association reported Oct. 8. The study conducted for large sum of money to the scientific investigations on the adverse effects of Ireland’s Health Promotion Unit further exploration of the link between moderate alcohol misuse. This new grant will found that 48% of all men and 16 % of wine consumption and lowered risk of support multiple research projects to women in Ireland binge drink at least heart disease. better identify some of the mechanisms once a week. Ireland is the highest of all responsible for the observed positive other European countries in term of The National Heart, Lung and Blood health effects, as they remain poorly . In the UK the percentage Institute (NHLBI), part of the National understood. of men who binge drink is 40%, while in Institutes of Health (NIH), has awarded France it is 9%. a $7.6 million, 5-year grant to the School “This is the first major programmatic In addition, more problems, such as falls, of Medicine at the University of Alabama effort ever to be recognized and funded unintentional sex and public order to examine the cellular, molecular and by the NHLBI that will focus specifically offences, were linked to drinkers in genetic mechanisms that enables wine on the molecular mechanisms underlying Ireland than any other European country. components (alcohol and polyphenols) the health-related benefits of moderate Irish health minister Michael Martin said to potentially reduce heart disease. alcohol/wine consumption.. It a number of initiatives are underway to represents the first major consensus by address binge drinking: “The clear Francois Booyse, Ph.D., a prominent both the scientific and health message from this research is that we researcher of cardiovascular disease and professionals of the emerging must change our drinking patterns-we wine components, who will lead the importance of the scientific implications, need to cut down and slow our drinking.” research efforts, termed the grant award issues and unanswered questions The health ministry recently distributed “a major milestone.” While some remaining in the rapidly evolving area of a “Guide to Rethinking your Drinking,” government funded research studies wine and cardiovascular health,” states as well as a new advertising campaign that have investigated the health effects of Booyse. will be shown before movies in cinemas throughout the country. In addition, the new single by Irish artist Sinead O’Connor will include a booklet with Behave Responsibly or Face Curbs in Europe information on alcohol. Europe’s advertisers must act responsibly Graham continued. “As more countries A Strategic task Force on Alcohol was and embrace self-regulation, or face legal join the single market, it’s essential that set up in 2002. The Minister for Health curbs on their activities. That was the they also participate in the European self- & Children has now established an stark message from Christopher Graham – regulatory framework. If self-regulation interdepartmental group to progress chairman of the European Advertising isn’t working in one country, it’s more these and to coordinate responses. Standards Alliance and director general likely that legislation will be implemented The Health Promotion Unit in of Britain’s Advertising Standards that applies to all.” association with the Drinks Industry Authority – who warned that marketers Group of Ireland, CERT, the Licensed were “constantly being scrutinised.” Speaking of his work with the ASA (the Vintners’ Federation of Ireland has self-regulatory body that oversees UK developed a training programme for bar Speaking at the fiftieth anniversary non-broadcast ads), he warned that the staff on the responsible serving of conference of the World Federation of body could not become the ad industry’s alcohol. The course was launched in Advertisers, Graham declared that the conscience, nor could it play cops and 2001. The RSA programmed has been desire to implement further restrictions robbers with advertisers. extended, and from January 2003 has on advertising by the EC was been implemented and administrated by “unassuaged”. The best way to counter Earlier this year, the ASA announced that the National Hospitality Training body, this pressure, he argued, is for marketers it had received a record number of CERT. to uphold the industry’s integrity by complaints about ads in 2002. Plans are Further research includes; ‘A Framework behaving responsibly and backing self- currently afoot to extend the body’s remit for Developing a College Alcohol Policy’, regulation. to broadcast commercials. ‘A & E Survey’, ‘Survey on Attitudes to Alcohol in Ireland’, ‘College Survey’, and “The challenges for the advertising The warning was not directed particularly a report on ‘The Impact of Alcohol industry are expanding with the EU,” at beverage alcohol companies, but to all Advertising on Teenagers in Ireland.’ advertisers and creative agencies.

AIM page 3 Medical Stories 4

Work Stress & Alcohol Moderate Drinking May Cut Diabetes Risk

A new study has shown some positive A further study has demonstrated that A moderate alcohol consumers have a effects of moderate drinking in buffering moderate amount of alcohol appears to 30-to-40 percent reduced risk of type 2 the impact of work strains on mental reduce the risk of developing adult-onset diabetes. health. The relationship between alcohol (type 2) diabetes. However, for women, The investigators also found, however, intake, work stress and physiological heavy drinking increases the risk, that levels of alcohol consumption of 20 distress in the workplace is a complex according to the Scandinavian study. g/day or more appeared to increase the one. Alcohol could possibly exacerbate In an analysis of pairs of twins with likelihood of diabetes for lean women, work strains and contribute further to different alcohol habits, those with but not for overweight women or men. psychological distress or it may help moderate levels of alcohol consumption buffer the effects of work strain. had half the risk of diabetes compared Also, binge drinking increased the Moderate alcohol consumption in number of diabetes cases among women. response to the tension generated under with those with low levels of alcohol consumption. The researchers say these work strains could lesson the impact of SOURCE: Carlsson S et al. Alcohol Consumption and the work strains on psychological distress. results are in line with a number of Incidence of Type 2 Diabetes: A 20-year follow-up of the previous studies that have shown that Finnish Twin Cohort Study. Diabetes Care 2003;26:2785- High-risk drinkers (more than 10 drinks 90. for men or 15 for women in last 7 days) and abstainers were more likely than others to experience psychological distress, with women more likely than Red Wine Could Be Good for Your Lungs men to report such distress. Compared with low-risk drinkers (less than 10/15 Red wine, already thought to be good for In the study, lung fluid samples were drinks a week), abstainers were 25% more your heart, may be good for your lungs taken from 15 smokers and 15 COPD likely to report psychological distress, and according to Dr John Harvey, chairman patients. When resveratrol was added to high-risk drinkers 75% more likely. of the Communications Committee of the samples, it cut production of the British Thoracic Society.The research interleukin 8, a chemical that causes Greater psychological benefits associated was published in the international inflammation of the lungs. Production with moderate drinking have been shown medical journal Thorax in October. of the chemical was cut by 94 percent in by other studies and the results of this smokers and by 88 percent in COPD study are in line with the findings. The Resveratrol, found naturally in red wine patients. researchers found moderating effect of could help fight chronic bronchitis and alcohol intake on task-internal strains and emphysema, a study has found, although COPD is now commonly treated with psychological distress, particularly on the scientists say there is probably not steroids, but resveratrol might prove link with skills utilisation and exposure enough resveratrol in a glass for chronic more effective. It would not reverse the to physical risks. sufferers to drink their way to good damage which has occurred to the lungs, health. but could help stop it from getting any The findings suggest that moderate worse, according to the study. drinking is not directly linked with The study found that resveratrol could psychological distress and does not reduce the amount of harmful chemicals Although there is probably not enough intensify the effect of work strain factors, in the lungs that cause the diseases. resveratrol in a glass of wine for casual giving some support to the positive effect drinking to stop chronic lung disease, the The illnesses, known together as chronic of moderate alcohol consumption on antioxidant could be administered obstructive pulmonary disease (COPD), stress reduction and mental health. directly with an inhaler claim the authors.. kill an estimated 2.9 million people a year Source. The moderating effect of alcohol intake worldwide, according to the World SOURCE: Culpitt SV et al. Inhibition by Red on the relationship between work strains and Health Organization. And smokers are Wine Extract, Resveratrol, of Cytokine Release psychological distress. Journal of Studies on 10 times as likely as non-smokers to die by Alveolar Macrophages in COPD. Thorax Alcohol (2003), 64, 419-427. Marchand, A., of COPD. “It seems that drinking red 2003;58:942-6. Demers, A., Durand, P., & Simard, M., wine in moderation as part of a healthy, Health and Prevention Social Research Group, balanced diet can reduce lung University of Montreal Quebec, Canada. inflammation,” stated Dr John Harvey.

AIM page 4 Featured Articles 5

Alcohol and Sleep by Dr. Erik Skovenborg

Sleep is not what it used to be. We live stout as a sedative and relaxing soporific The ugly part in a world where something is going on (Journ Am.GeriatricSoc.1963;11:238-41). around the clock and compared to the The recommended dose of stout was one If the quantity of alcohol consumed as good old days 100 years ago we spend bottle (342 ml); one-sixth of the amount a nightcap in increased, the benefit of 25% less time in the arms of Morpheus required to produce an intoxicating level reduced sleep latency disappears but the in the 21st century. of alcohol in the blood. disruptive effect found in the second half of the sleep increases markedly: more Stress and worries are the cause of poor No rose without a thorn frequent awakenings, worse sleep quality, sleep in many people, however, some of reduction of deep sleep, and earlier-than- our recreational drugs may also play a O little town of Bethlehem, usual waking times. An alcoholic role (BMJ 1993;306:573-75). Caffeine has experiences similar, but more severe, How still we see thee lie! a long half life (five hours) and drinking types of sleep disruptions. Sleep more than six cups of coffee a day is Above thy deep and dreamless sleep problems have also long been known to likely to cause an increased number of become more common as we grow older. disturbances during the night as well as The silent stars go by. A recent study of 139 alcohol-dependent . Neither are cigarettes a boon patients found that the adverse effects to sleep; the average smoker sleeps about (Phillips Brooks) of age and alcohol dependency on sleep 30 minutes less than a non-smoker. quality were addictive (J Stud Alcohol In the world of the American poet 2001;62:335-43). How about a nightcap? Phillips Brooks a deep and dreamless sleep was the best sleep possible, A study in the August 2003 issue of Alcohol is a well-known sedative; a glass however, the vivid dreams of rapid eye Alcoholism: Clinical and Experimental of wine, a beer or a toddy has been used movement (REM) sleep act as a Research has found that alcoholics can as a hypnotic for centuries. The effects refreshing bath on the mind keeping us continue to have sleep problems for of alcohol as a nightcap are a mixture easy-going and good-tempered. Under many months after they quit drinking. of the good, the bad and the ugly. One normal conditions approximately 25% of of the reasons for the popularity of the total accumulated sleep is spent in REM “They take a long time to fall asleep, have nightcap is that the good effects of a sleep, however. problems sleeping through the night, and drink are the ones to appear first (J Stud feel their sleep is not restorative,” said Alcohol 1982;43:434-44): Alcohol does affect REM and so we can Shawn R. Currie, assistant professor of pay the price of our nightcap. Alcohol psychiatry and psychology at the In short, alcohol reduces sleep latency can reduce the amount of REM sleep University of Calgary and correspondent from 28 to 12 minutes i.e a drink makes during the first half of the night. author for the study. “Overnight-sleep you doze off faster. A drink will also Secondly, when blood alcohol studies have documented reductions in Increase slow wave sleep during the first concentrations fall to near zero later in deep sleep and abnormalities in REM part of the night and the deep stage 3- the night there are an increased number sleep in alcoholics with more than a year 4 sleep, tired nature’s sweet restorer of of wakings as well as an increase in the of .” body and brain. amount of REM sleep. O gentle sleep According to an Egyptian proverb, one The rebound phenomenon may be quite of the worst experiences in life is “to be pronounced in some people, especially O sleep O gentle sleep! in bed and sleep not”, and since medieval with larger doses of alcohol (more than times beer has enjoyed a reputation as a 1-2 drinks at bedtime); the result may be Nature’s soft nurse, how have I drink with special somnifacient qualities complaints of recurrent awakening with frightened thee, due to its contents of hops. Hops is tachycardia, sweating, headaches, and That thou no more wilt weigh mine believed to have a sedative effect on the intense dream recalls or nightmares from eyelids down nervous system. Forty years ago personal around 3 a.m. and onwards. Sleepers tend experience and the results of an to awake during the REM phases of this And Steep my senses into experiments with 50 elderly persons period when they otherwise would not forgetfulness? (who on interrogation were found to and find difficulty in returning to sleep have difficulties with sleeping) led a New thereafter. (Shakespeare, Henry IV) York physician to praise the value of Continued on Page 6

AIM page 5 Featured Articles 6

British Beer and Pub Association statement Alcohol and Sleep continued from in response to UK Government interim page 5 Alcohol Strategy paper The best chance of a gentle sleep lies in GOVERNMENT ALCOHOL five male pensioners is a binge drinker. good sleep hygiene (JAMA 1999;281:991- STRATEGY -RIGHT TARGET By using that definition, it is not 99): surprising they come up with a large WRONG NUMBERS number. But is it realistic or credible to 1. Go to bed only when sleepy say that someone drinking two pints of The drinks industry shares Government’s beer at lunchtime and two pints in the 2. Use the bed and bedroom only for concern over the misuse of alcohol and evening is a “binge drinker”?The sleep and sex fully supports evidence-based policies that Strategy Unit uses an outdated measure tackle the problem decisively and to define the scale of heavy drinking. 3. Get out of bed and go to another effectively. Weekly units were replaced by the room when unable to fall asleep Department of Health in 1995 by the within 15-20 minutes “Alcohol misuse needs tackling and daily unit benchmarks of 2 –3 units for treating,” said Rob Hayward, Chief women and 3 –4 units for men. 4. Repeat this step as often as Executive of the British Beer & Pub Consequently, many people drinking necessary Association. “We also need to get to the within those guidelines have been root causes of what motivates a defined as heavy drinkers in this analysis. 5. Arise at the same time every significant number of people who think morning regardless of the amount of it is acceptable to go out on a Friday or sleep obtained the previous night Saturday night, drink to excess and The BBPA concludes that it is also indulge in antisocial behaviour.” important to fully recognise the 6. Refrain from stimulants like enormous contribution the drinks caffeine in the evening Rob Hayward goes on to explain that ss industry makes to the wealth, welfare and members of the Ministerial Advisory well-being of the UK. “We generate Regarding the famous nightcap you have Group on the Alcohol Strategy the BBPA more than £30 billion of economic to recognize the virtues and vices of has been pleased to work with the activity, employ more than a million alcohol. An occasional beer or glass of Government on this important project people and contribute more than £12.5 port before bed may well serve as a and are committed to continuing their billion in taxes on sales alone to the relaxing sedative for the normal person work with Government to improve Treasury for investment in public with temporary difficulties with sleeping. . services. But just as importantly we are However, the dire consequences of “The Government’s Alcohol Strategy at the heart of the nation’s social life. deviating from the straight and narrow must be based on clear evidence, More than 40 million adults regularly path of an occasional nightcap call for a otherwise we risk, setting unachievable enjoy meeting together and socialising warning against developing the habit of targets, wasting a great deal of money, over a drink, and the vast majority do so a drink or two to help to go to sleep - it time and effort chasing shadows and responsibly.” won’t help. Better to enjoy your drink of sending out messages that will be ignored Contact details for the BBPA appear on preference with your meal earlier in the because they lack basic credibility. The page 10 of AIM. evening. report is generally well balanced, for example recognising that moderate Erik Skovenborg is a General Practitioner and drinking can be good for health and Systembolaget hit by a founder member of the Scandinavian Medical prevents about 22,000 deaths a year, about Alcohol Board. He is a valued member of the the same number as deaths caused by the tax cut AIM Social, Scientific and Medical Council. misuse of alcohol. However, there is some concern that Government is in Sales at the Swedish state-owned alcohol danger of spoiling a good case by retailing monopoly Systembolaget have overplaying the numbers. Binge drinking been hit by Demark’s decision to cut its is a widely used, but very loosely defined alcohol excise duties. According to term. The Strategy Unit has calculated reports in the local press sales in the the number of binge drinkers on a base company’s southern operations fell by of eight units a day for a man and six for 17.2% year-on-year in October 2003. a woman - on this measure nearly one in Denmark cut its alcohol excise duties by 47% on October 1, 2003

AIM page 6 Featured Articles 7

Corporate Social Responsibility - an opportunity or threat? A report on the WARC Alcoholic drinks conference by Helena Conibear The World Advertising and Research recent unsuitable campaigns that do no highlighted by Mr Paaso of the European Centre and ADMAP hosted the 8th favours to industry ratings. His advice was Commission reported in Volume 12 No.3 Alcoholic Drinks Conference in for joined up thinking whereby CSR must of AIM) and that five of those do not September, focusing on Corporate be core to business and not peripheral. have self regulation codes at present. He Social Leadership(CSR) within the Companies should be pro-active and not emphasised that is Social Responsibility Debate. tokenistic in their approach. often perceived as aggressive or addressing an unsuitable audience, but Rita Clifton, Chairman of Andrew Brown of the Advertising that this criticism does not tie in with INTERBRAND made a case for the Standards Association (ASA) stated that public perception as between just 1 and growing need for Social Leadership by the Status quo was not an option even 7% of advertising complaints across illustrating the corporate success that a though of 502 new T.V. adverts featuring Europe pertain to alcohol. Wagner responsible and innovative approach can alcohol just one complaint in the UK was believes the complaints process needs bring . Ms Clifton used a case study of upheld. The status quo cannot hold as more consumer awareness and that the British Petroleum(B.P.) whereby CSR has R.T.D’s are seen as easily accessible to free riders or irresponsible promoters been used to add value rather than young people coupled with the largest must be clamped down on heavily. minimising risk or litigation which is often advertising spend. The ASA believes the the agenda for CSR. ITC advertising code is too lax and that Chris Searle of Bacardi Martini watersheds should be reviewed as well as highlighted the paradox of consumers Further case studies were made by the featuring of alcohol in soap operas who demonstrate both good and bad Haimish Pringle of IPA who showed that and dramas. behaviour and the degree to which the CSR offers great opportunities. Mr industry is responsible for individual Pringle took the example of Shell Leanne Riley of the World Health choices and behaviour - ie self International who recognised that they Organisation (WHO) gave stark reasons responsibility. Brands are in the political needed to defend their brand reputation as to why alcohol is high on their agenda, spotlight due to the high profile of binge- and generate a more positive image of ranking as 5th in rank in the Global drinking and youth culture. their business. A combined programme Disease Burden. WHO’s priorities are the including sponsorship of a writing prize control of marketing of Alcohol to Searle believes that soaps, the internet and in the Economist and an internal Young People and the amount spent on peer group pressure exert a much photographic competition with National alcohol advertising more than the content stronger influence on drinking behaviour Geographic promoting understanding of of current ads. WHO believes there is than advertising and marketing.There are sustainable development amongst 91,000 not enough regulation of sponsorship( no easy solutions as the Loi Evin of employees led to an increase in belief that France has illustrated - restricted particularly sport and culture), websites Shell demonstrates an ethical approach advertising and promotion has had no to business from a miserable 4% to 30%. and the internet or on premise promotion tangible effect on consumption in France. and is concerned about the marketing Pringle also illustrated how Walker crisps of alcohol in countries, such as Asia and Searle also illustrated how producers are through a partnership with News Africa where alcohol consumption is not relatively powerless and can only form International ( the Times and Sun the norm. part of a solution - Bacardi has 260 newspapers) and a simple token customers, yet their products are available collecting scheme have contributed 6.8 Riley stated that self regulations was still through 200,000 outlets. Searle believes million books for schools with an too fragmented and varied in the industries’ initiatives should focus on equivalent retail value of £38 million. enforcement. Riley believed its meeting consumer education and industry/public 85% of UK schools participated, making with Industry leaders in February 2003 partnerships in schools and colleges. it the largest ever UK consumer was constructive and an important first Investment in changing mind set is more promotion. Their brand awareness grew step in best practise. beneficial than restriction and by 16%. . Helmut Wagner of The Amsterdam Hugh Burkitt of the Marketing Society Group has led a road show on self Full details of the conference can be obtained highlighted the danger to the Alcoholic regulation around Europe. He highlighted from Sarah Miller, event Manager, WARC, Drinks Industry of low public opinion that ten new countries are joining the EU PO Box 69, Henley, OXON RG9 1GB. concerning its marketing and illustrated next year ( a potential problem Email: [email protected]

AIM page 7 Book Reviews 8

Moderate Alcohol Consumption and Vascular Health by Aafje Sierksma A new book on moderate consumption whether it is affected by alcohol and vascular health, based on a Dutch consumption. cohort has been written by Aaje Sierksma with the support of Professor The increase of ‘good’ HDL cholesterol D.E. Grobbee and Dr H.F.J. Hendriks by moderate alcohol consumption is of the T.N.O., Nutrition and Food looked at in chapter 4 along with alcohol’s iResearch, Zeist, the Netherlands. role in reverse cholesterol transport (whereby cholesterol is taken to the liver It is a comprehensive guide to for disposal as bile acids.) cardiovascular disease (CVD) including CND and cerebrovascular disease and Chapter 6 gives results of the first peripheral vascular disease which are the randomised diet control trial on leading causes of morbidity and inflammatory factors and C-reactive mortality in the Western world. protein (CRP) which is linked with inflammation and why it decreases with Epidemiological studies have moderate alcohol consumption. convincingly shown how moderate alcohol consumption reduces the risk of Diabetes, especially type 2 diabetes and CVD.This thesis focuses on the vascular alcohol are covered in chapter 9 and and biochemical effects of moderate finally the fibrinolytic effects of moderate alcohol consumption which might consumption in women. impact upon vascular health, in order to A conclusion incorporates a general clarify the mechanism of CVD discussion of the findings and suggests protection. future research topics.Moderate Alcohol The first chapters look at four cross- Consumption and Vascular Health by Aafje sectional studies on aortic stiffness and Sierksma.Thesis Utrecht University 2003 ISBN 90-393-3434-X The Art of Moderation - an alternative to alcoholism by John Michael The Art of Moderation is written by a .Hence you begin to view intoxication as recovered alcoholic. The book is unusual undesirable. in that John Michael is now a moderate drinker rather than an abstainer..“It is my Then the individual needs to change the intention to demonstrate that, although association of pleasure to moderate some alcoholics may never be able to behaviour - create a list of benefits, drink moderately, the pretence that all rewards and a sense of control.To change alcoholics are unable to rehabilitate your life to a moderate one might involve themselves and be moderate drinkers is changing friends and habits (including inaccurate.” diet and exercise). A feeling of control, more independence and appreciation Michael believes the first step is an from your family and friends is key. acknowledgement of overindulgence, which has to be coupled with a decision So how does drinking one drink not turn to change existing habits and an into a binge? The speed of drinking is ‘openness to instruction.’ Following this the answer states Michael. Sip slowly and advice Michael believes you then have don’t drink on an empty stomach, or if to change your thought patterns of stressed. Finally he advises alternating associating pleasure and escapism with drinks and eating if at a party. intoxication to a focus on the hangover and disruption that heavy drinking brings ISBN 1-56550-084-9 Vision Books International, Mill Valley, California 94941 415.451.7188

AIM page 8 Social and Policy News 9

WSA’s international Bar training helps Drink-driving in code of practice sensible drinking France A new Swedish study has shown that Research commissioned in France by The Federation Internationale des Vins server-training programmes for bar Brasseries Kronenburg has revealed that et Spiriteux (International Federation of tenders can reduce drinking problems in the French population is becoming more and Spirits - FIVS) has decided to student pubs. A randomised control trial aware of the dangers of drink-driving. A follow the Wine and Spirit Association’s was set up to assess the impact of an survey last month by TNS-Sofres of recommendation of putting together a educational programme given to 1,000 adults showed that 68% of code of practice for the responsible bartenders in student pubs. In order to respondents claimed that they were more marketing of drinks, the WSA said today. ensure accurate results blood-alcohol aware of the risks and paid more attention to their driving habits than The code of practice will provide concentrations (BACs) of the patrons was measured before and after the before. Heightened awareness of the guidance on topics such as naming, dangers of drink-driving might well help packaging and promotion of alcoholic intervention. The aim of the server- intervention programme was to decrease pave the way for changes in the way the drinks, and is likely to follow the message is got across to the public, the provisions set by the Portman Group’s alcohol consumption among the patrons in student pubs. study reports. In the light of these Code, which was adopted by the UK findings, the French brewer has decided industry in 1996. In addition, FIVS will A total of 40 student bartenders to launch a new prevention campaign examine codes around the world, participated in the bartender educational titled ‘La ligne de conduite alcool’, including those being adopted in other programme where a version of the specifically targeting the problem of countries in the EU as a result of the Alcohol Skills Training Program (ASTP) drink-driving. Their action plan includes efforts of the Amsterdam Group (TAG). and the Swedish version of Responsible distributing 200,000 breath-alysers, Amongst other stipulations, the Portman Beverage service (RBS) was used. Bar making a prestige non-alcoholic beer Group’s Code forbids packaging and customers were asked to rate the pub’s widely available in bars and cafes, and branding which could encourage drinking atmosphere as ‘cosy’, ‘high’ or ‘rowdy’ introducing a new 15cl glass in January to excess, which could attract underage since the social atmosphere in the pub next year to make it easier for people to drinkers or which links drinking to sexual might influence alcohol consumption. control the amount of alcohol they drink. success or to illegal drugs. A more accurate assessment of drinking Quentin Rappoport, director of the France to change wording behaviour is given by measuring BACs of warning message WSA, comments: “We are very pleased directly than self-reports of binge that our recommendation has been taken drinking. This feature along with the As part of the public health bill which on board by FIVS members, who randomised controlled design, make the was first submitted for discussion last unanimously approved the motion at findings of this study particularly reliable. Spring and has just been voted by the their last meeting. It is very important that These findings provide strong evidence French National Assembly, the warning the industry is seen to be opposing that such server-training programmes can message appearing on all drinks related alcohol misuse and supporting sensible indeed, decrease alcohol consumption items is to be modified. Currently the drinking, and this is a fundamental part among patrons in student pubs. message reads; ‘L’abus d’alcool est of the strategy. dangereux pour la sante’ (excessive drink- The programme is continuing to be used ing damages your health). This is to be “Experience has shown that voluntary at several universities in Sweden and is replaced by wording which is to comply Codes mitigate in favour of now an integrated part of the new, annual with requirements laid down by the de- harmonisation without incurring the bartender’s education. partments of health and agriculture. dead hand of legislation, and - more The fear that petrol forecourt sales of al- importantly - they put the onus on traders Source. Education of key personnel in student cohol would be banned has been allayed to keep their house in order. pubs leads to a decrease in alcohol consumption by the bill, but the industry is concerned Governments should welcome them, and among the patrons: a randomised controlled trial. the health warning wording could be very they should be common currency Addiction (2203), 98, 627-633. Johnsson, negative. This is because the bill refers to throughout the global trading K.O. & Berglund, M., Clinical Alcohol light drinking rather that moderate con- community,” said Rappoport. Research, Lund University, Malmo University sumption and the departments have a free Hospital, Sweden. rein to decide on the wording. The bill is part of the government drive to reduce cancer rates. The bill will now go for a first reading by the senate

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ORGANISATIONS INVOLVED IN ALCOHOL AFFAIRS

UNITED KINGDOM EUROPE THE MEDICAL COUNCIL on ALCOHOLISM ARNOLDOUS GROUP ALCOHOL CONCERN 3 St. Andrew’s Place, London, NW1 4LB Brewers’ House, 10 Grand Place, B-1000 Brussels, Waterbridge House, 32-36 Loman Street, London SE1 Tel: (0207) 487 4445 Fax: (0207) 9354479 Belgium Tel: +32 2 511 49 87 Fax: +32 2 511 32 59 0EETel: (0207) 928 7377 Fax: (0207) 928 4644Website www. alcoholconcern.org.uk THE PORTMAN GROUP BREWERS of EUROPE 7-10 Chandos Street, Cavendish Square, London W1G Rue Caroly 23-25, B-1050 Bruxelles Tel: (++32.2) 672 and RESEARCH 9DQ 23 92 Fax: (++32.2) 660 94 02 Email: COUNCIL Tel: 020 7907 3700 Fax: 020 7907 3710 [email protected] Website: Abell House, John Islip Street, London SW1P 4LH Tel: www.portman-group.org.uk www.brewersofeurope.org (0207) 217 5276 ALCOHOL FOCUS SCOTLAND FORUM of TASTE and EDUCATION RESEARCH CENTRE 2nd Floor 166 Buchanan Street, Glasgow G1 2NH Tel: 0141-572 6700 Fax: 041-333 1606 Livornostraat 13 b 5 rue de Livourne – Brussel 1050 University of West of England, Glenside Campus, Bruxelles, Belgium Blackberry Hill Stapleton, Bristol BS16 1DD Tel: Tel: 32 2 539 36 64 Fax: 32 2 537 81 56 (0131) 536 6192 Fax: (0131) 5366215 E-mail: BRITISH BEER and PUB ASSOCIATION email: [email protected] website mplant@[email protected] Market Towers, 1, Nine Elms Lane,London. SW8 5NQ www.forum-taste-education.com Tel: 020 7627 9191 Fax:020 7627 9123 ENTREPRISE et PREVENTION HEALTH EDUCATION AUTHORITY E-mail: [email protected] 13, Rue Monsigny, 75002 Paris, France Hamilton House, Mabledon Place, London WC1 9TX Website www.beerandpub.com Tel: 00-33-53-43-80-75 Tel: (020) 72985656 Fax: (020) 77259031 Email: E-mail: [email protected] www.soifdevivre.com [email protected] website: www.hpe.org.uk and www.wrecked.co.uk IREB 19, avenue Trudaine, 75009 Paris Tel: +33 (1) 48 74 82 19 Fax: +33 (1) 48 78 17 56 USA, CANADA, SOUTH AMERICA,,, HEALTH EDUCATION FOUNDATION, INCINC. E-mail: [email protected] Website: www.ireb.com AUSTRALIA 2600 Virginia Avenue, NW Washington DC 20037 OIV Tel: (202) 338.3501 Fax: (202) 965.6520 OIV 18 rue d’Aguesseau, 75008 Paris, France WINE AMERICA E-mail: [email protected] 1200 G Street NW , Suite 360, Washington DC 20005 Tel: +33 (0) 1 44 94 80 94 Tel: (800) 879 4637 Fax: (202) 347 6341 Fax: +33 (0) 1 42 66 90 63 E-mail: [email protected] Website: www.oiv.int E-mail: [email protected] ICAP Website: www.americanwineries.org International Center for Alcohol Policies STIVA 1519 New Hampshire Avenue, NW Benoordenhoutseweg 22-23, 2596 BA , The Hague,The Washington DC 20036 AMERICAN WINE ALLIANCE FOR RESEARCH Netherlands Tel: +31 (0)70 314 2480 Fax: +31(0) 70 Tel: (202) 986-1159 Fax: (202) 986-2080 314 24 81 E-mail: [email protected]. AND EDUCATION Website: www.icap.org Visit website at: www.alcohol-AWARE.com Website: www.stiva.nl SCANDINAVIAN MEDICAL AMERICAN COUNCIL ON SCIENCE THE CENTURY COUNCIL ALCOHOL BOARD AND HEALTH 1310 G Street, NW , Suite 600, Vandværksvej 11 DK - 5690 Tommerup 1995 Broadway, 2nd Floor, New York, NY 10023-5860 Washington, DC 20005-3000 Tel: (202) 637-0077 Fax: Tel: 45 64 75 22 84 Fax: 45 64 75 28 44 Tel: (212) 362-7044 Ext. 234 Fax: (212) 362- (202) 637-0079 Email: [email protected] E-mail: smab@org Website:www.smab.org 4919Email: [email protected] Website:www.acsh.org Website: www.centurycouncil.org DEUTSCHE WEINAKADEMIE GMBH Gutenbergplatz 3-5, 55116 Mainz BEER INSTITUTE CALIFORNIA ASSOCIATION OF WINEGRAPE Tel: +49 02641 977340 Fax: +49 02641 977342 122 C Street, NW #750, Website: www.deutscheweinakademie.de Washington DC 20001 GROWERS . Tel:(202) 737-2337 Fax: (202) 737-7004 601 University Avenue, Suite 135 Sacramento, CA 95825 www.cawg.org email: [email protected] FIVIN E-mail:[email protected] Plaza Penedés, 3, 3,08720 Vilafranca del Penedés, Website: www.beerinstitute.org Barcelona, Spain Tel: 0034 (93) 890 45 45 Fax: 0034 (93) 890 46 11 THE WINE INSTITUTE PROYECTO CIENCIA VINO Y SALUD 425 Market Street, Suite 1000, San Francisco, CA DIFA FORUM Facultad de ciencias Biológicas, 94105, USA Tel: (415) 512-0151 Fax: (415) 442-0742 Franklinstrabe 1, 10587 Berlin, Casilla 114 D. Santiago, Chile Germany Tel: + 49 (0) 30 39 0633 60 Tel:/Fax: (56-23) 222 2577 Fax: +49 (0) 30 390 633 66 email: [email protected] Email: [email protected] LODI -WOODBRIDGE WINEGRAPE Website www.difa-forum.de COMMISSION EDUC’ALCOOL 2545 West Turner Road Lodi, CA 95242 GODA 606, Cathcart, Suite 700, Montréal, Québec, H3B 1K9 [email protected] website www.lodiwine.com Gode Alkoholdninger, Kattesundet 9, DK-1458 Canada Tel: (514) 875-7454 E-mail: København K, Denmark Tel: 33 13 93 83 Fax: 33 13 03 [email protected] Website: www.educalcool.qc.ca 84 Email: [email protected] Website: www.goda.dk THE NAPA VALLEY VINTNERS ASSOCIAITION Phone - 707-963-3388 Fax - 707- FIVS 963-3488 Website www.napavintners.com International Federation of Wines & Spirits THE AMERICAN BEVERAGE INSTIUTE 20, rue d’Anjou - 75008 Paris Tel: 33 1 42 68 82 48 1775Pennsylvania Avenue NW , Suite 1200 Washington, Fax: 33 1 40 06 06 98 D.C. 20006 Tel: 202.463.7110 www.americanbeverageinstitute.com OLDWAYS PRESERVATION & EXCHANGE THE AMSTERDAM GROUP TRUST Rue Wiertz 50/28 266 Beacon Street Boston, MA 02116 617.421.5500 B-1050 Brussels Belgium FISAC Fax: 617.421.5511 website: www.oldwayspt.org Tel: +32 2 401 61 35 Fax: + 32 2 401 68 68 email: (Fundacion de Investigaciones Sociales A.C.) Francisco [email protected] www.amsterdamgroup.org Sosa 230. coyoacan CP 04000 Mexico DF - Mexico FUNDACION ALCOHOL Y SOCIEDAD THE AUSTRALIAN WINE RESEARCH Diego de Leon 44,2 ES 28006 Madrid INSTITUTE Tel: + 34 91 745 08 44 Fax: + 34 91 561 8955 P O Box 197, glen Osmond 5064, South Australia, www.alcoholysociedad.org

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