Retailers in Glasgow are encouraging shoppers to choose lower alcohol versions of their favourite tipples as part of a new pilot scheme launched today by the Scottish government and industry partners.

Under the Scottish Government Alcohol Industry Partnership (SGAIP) scheme, 11 retail partners will display point of sale across 150 outlets asking shoppers to ‘spot the difference’ between higher and lower strength beer and wine. Participating retailers include Spar, Filshill, Scotmid, Asda and Waitrose.

Retailers and on trade partners will support the campaign by stocking and promoting lower ABV products on shelf and at point of consumption.

Pre- and post-sales data will be assessed to understand what impact the campaign has had on behaviour, with evaluation taking place in a small sample of c-stores and supermarkets.

JW Filshill sales and marketing director Ian McDonald said: “As a company with a robust corporate social responsibility (CSR) agenda, we are delighted to have the opportunity to participate in this excellent campaign to encourage consumers to choose lower alcohol versions for their usual drink.

“KeyStore retailers are extremely supportive and we are working closely with our suppliers to ensure that more beer and wine products with a lower ABV are available for customers to buy and enjoy responsibly.”

Paul Hegarty, stakeholder manager at Drinkaware and campaign leader for SGAIP, said: “We want to evaluate how we can best encourage consumers to swap their usual drink for a lower alcohol version, as we continue to educate people about the health benefits of cutting down on units.

“Partnerships like this help Drinkaware evolve, so not only do we provide information and advice about alcohol to consumers, but we can also help people change their behaviour.”