Scotch Whisky industry launches second year of responsible consumption campaign

The Scotch Whisky Association (SWA) has kickstarted the second year of the Made to be Measured campaign, as part of its ongoing efforts to promote responsible consumption and tackle harmful drinking.  

Following on from a successful first year, in which the campaign reached nearly 600 000 people and achieved 5.5 million impressions, the campaign will continue to target adults in Scotland and communicate the importance of measuring your drinks at home, to understand where they sit in relation to the Chief Medical Officer’s low risk drinking guidelines.  

 The SWA is taking an active role in ensuring the Made to Be Measured campaign supports industry professionals in communicating the importance of responsible drinking effectively with their audience, through a series of online and in-person workshops.  The collaborative nature of the events allows members the opportunity to share unique insight into the challenges faced by industry while SWA can help equip them with campaign tools and assets. Working closely in this manner to ensure the campaign meets the needs of those working at the forefront is essential to the ongoing success of Made to Be Measured. 

Initially launched in 2023, Made to be Measured is a responsible consumption campaign with Scotch Whisky at its heart. The campaign aims to raise awareness of the alcohol content of drinks and the recommended weekly guidelines (units).  As Scotland’s national drink, carefully crafted and only released after many years of maturation in warehouses across the country, Scotch Whisky is there to be savoured and enjoyed responsibly. The campaign, aimed at adults in Scotland, will continue to run across a range of digital and consumer platforms, all using creative advertising to help convey and clarify the units within Scotch Whisky and other alcoholic drinks. 

One single 25ml measure of whisky (at 40% abv) comes in at one unit, with guidelines from Scotland’s Chief Medical Officer recommending consumers do not regularly drink more than 14 units of alcohol per week. Fourteen units of alcohol equate to approximately 14 single measures (25ml) of spirits, one and a half bottles of wine or five pints of lager at average strength. 

Mark Kent, Chief Executive of the Scotch Whisky Association

Mark Kent, Chief Executive of the Scotch Whisky Association: 

 “We’re pleased to bring the second year of the campaign to audiences in Scotland. In order to make responsible choices about alcohol consumption it is important people understand what the unit guidelines are and how this equates to what they are drinking. Made to be Measured strives to inform people in Scotland about the guidelines and encourage them to track what they drink, particularly when consuming alcohol at home.   

“The Scotch Whisky industry takes responsible consumption of its products extremely seriously and wants consumers to understand that it is a product that is meant to be sipped and savoured. Distillers take pride in producing each dram, and whether you enjoy it neat or in a cocktail, it should be consumed in a responsible manner.”  

Notes to editors: 

For more information please contact: Smarts – swa@smarts.agency or pressoffice@swa.org.uk  

The Made to be Measured campaign landing page can be found here: scotch-whisky.org.uk/madetobemeasured    

The Scotch Whisky Association (SWA) is the trade body for the Scotch Whisky industry, representing 92 member companies involved in the production and distribution of Scotch Whisky, accounting for over 95% of the sector. Membership of the SWA is diverse, from listed multinational spirits producers through to small family-run distillers, bottlers, blenders, and brokers. 

The Scotch Whisky industry employs more than 41,000 people directly in Scotland. It supports 66,000 jobs across the UK, including throughout its supply chain. 

The SWA is committed to promote the responsible consumption of alcohol as part of a balanced lifestyle, and to support initiatives that address harmful consumption. More information can be found here.