Scottish Government to support Made to be Measured campaign

The Scottish Government has pledged to help to support the Scotch Whisky Association’s (SWA) Made to be Measured responsible consumption campaign ahead of the festive period. 

The campaign was launched in March to raise awareness of the alcohol content of drinks and the chief medical officers’ low-risk drinking guidelines. The most recent evaluation showed that awareness of the recommended weekly limit of 14 units grew from 17% to 27% in Scotland, meaning three quarters of the population are still unaware of guidelines.

Since the launch, the campaign has already reached 800,000 adults across the country and it is hoped the Government can communicate the message further.

First Minister Humza Yousaf said: “The whisky industry’s willingness to raise awareness of alcohol misuse and the health risks associated with high consumption of alcohol, through the Scotch Whisky Association’s ‘Made to Be Measured’ campaign, is very welcome.

“This is just one of the key areas of partnership that the Scottish Government and whisky industry can work together on – and I look forward to furthering our productive partnership on shared priorities such as the transition to net-zero, global trade and investment, and economic growth."

SWA Council Chair Dan Mobley added: “The SWA Council was delighted to meet the First Minister and to discuss the issues of mutual importance to Scotland and Scotch whisky. The industry values its relationship with the Scottish Government as a key partner in our ambition for the sustainable growth of manufacturing, exports and tourism, with all the high value jobs and community benefit that comes from that. We look forward to working with the First Minister on these shared goals.”

8 September 2023 - Bradley Weir