The industry aims to build on the work done by the Government in reducing the number of adults who regularly drink excessively. Project 10 is intended to influence attitudes toward the social acceptability of drunkenness and so challenge the minority to reconsider their behaviour. Bruce Ray, the director of external affairs at Bacardi Brown-Forman, is acting as the spokesperson for the group.
Marketing executives from retailers and drinks produces have developed a campaign concept, which has already attracted in-principle support from companies across the industry, large and small, including leading producers, on trade retailers and off trade retailers. This would potentially deliver a significant and sustained campaign over the next five years.
The group is now in discussion with Government departments to gauge their reaction to the Project 10 campaign proposal and discuss how it could work in the context of both existing initiatives, such as Know Your Limits.
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