The global policy has been devised by chief marketing officer Kim Manley and chief executive Philip Bowman, who recently ended two years as chairman of The Amsterdam Group, the European equivalent of the Portman Group.
The first two ad campaigns to feature responsible drinking slogans are the pan-European Ballantine's whisky campaign, and launch ads for Tia Lusso, both by Bates UK. Ballantine's ad strapline is 'Go Play', with the accompanying message 'Play better. Play in moderation'. Tia Lusso's strapline, 'You just know', is followed by 'You just know to drink in moderation'.
Manley said it felt alcohol abuse was such an important social issue that he wanted Allied to "take a leadership position in the industry".
He also hoped Allied's proactive stance would help stave off more draconian regulations.
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