Eight of the UK's biggest wine and spirits industry have joined forces to make a stand against the biased debate in the UK around drinking.
The companies (see below) have come together to fund the Alcohol Information Partnership (AIP), an independent not-for-profit organisation.
It will be led by Dave Roberts former chief executive of the National Clinical Homecare Association and previously head of communications at Wiltshire Health Authority.
The AIP wants to ensure the debate around safe levels of drinking and alcohol misuse "remains balanced," Roberts said.
"Alcohol misuse is an incredibly serious issue. As a society, we should continue to have rigorous debate about how best we continue to tackle and reduce alcohol misuse. But the debate has become increasingly imbalanced and characterised by poor representation of the evidence. Too often the facts have been dramatised or exaggerated in order to scare people and skew the debate.
"The reality is that binge drinking is in decline in the UK – particularly among young people – and the vast majority of people enjoy a drink responsibly.
"The Alcohol Information Partnership is here to bring balance back to the debate and remind the public that having a drink at home or in the pub can still be a part of a balanced lifestyle as long as it is drunk in moderation."
The move follows the Government's acceptance last month (August) of the new drinking guidelines proposed in January.
The Alcohol Information Partnership is comprised of eight alcoholic beverage producers:
- Diageo Great Britain
- Pernod Ricard UK
- Moet Hennessy
- Beam Suntory