By Leonie Roderick

New research from the UK’s chief medical officers claims any amount of alcohol can increase the risk of cancer and that men and women who drink regularly should consume no more than 14 units a week. That has put pressure on booze brands to promote more responsible drinking.

Heineken launched a campaign on 13 Janaury called ‘Moderate drinkers wanted’ that calls on women to curb men’s drinking. Meanwhile, AB InBev’s is planning to focus its marketing on lower alcohol and alcohol-free options in the UK this year, as it seeks to empower consumers to make smarter drinking choices.

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Source: Marketing Week