In New Zealand, we are taking a leadership role in the development of an industry-wide initiative called www.drinkresponsibly.co.nz - a brand that is enabling responsible drinking promotion through a number of channels, including packaging and promotions.

Supported by a website that provides comprehensive information to consumers about responsible drinking, the www.drinkresponsibly.co.nz initiative enables manufacturers, distributors and entertainment venues to promote a range of messages designed to positively encourage safe drinking behaviours.

www.drinkresponsibly.co.nz was launched early in 2006 and the address is being progressively introduced to product packaging and promotions. We are leading discussions with a range of industry players to ensure broad support and promotion of the initiative.