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Both supermarket chains will help the drinks body promote drinkaware.co.uk to raise consumer awareness of responsible drinking.

Asda is planning to change the labelling of its entire own-brand beer, spirits and wine portfolio to show the number of alcohol units contained in two glass sizes. It expects the redesign to take about 12 months.

It will also highlight its association with the campaign in its monthly magazine and via a feature on the dangers of excessive drinking in its quarterly health magazine.

Waitrose also plans to include alcohol unit information across its own-label drinks portfolio. The redesigned labels will be rolled out initially across its wine range next month.

The chain has erected signs in the alcoholic drinks sections of its stores to offer details of units in premium drinks, which tend to have higher alcohol levels.

The drinkaware website was launched last year as part of the Portman Group's response to the problem of binge-drinking. The site is being promoted by all the major drinks manufacturers. Coors and Scottish & Newcastle feature the website address on packaging, while Diageo has committed to using it in ads. In addition, Bacardi Martini, Coors, Diageo and Scottish & Newcastle have put links to drinkaware on their websites.