London View at Sunset

The United Kingdom is dealing with an interesting problem right now surrounding the promotion of lower-strength alcohol. Mainly, that the U.K. consumer base has adopted lower-strength alcoholic drinks into their lives, not as replacements for higher-strength substances, but rather in addition to their normal drinking habits.

Researchers from the University of Cambridge conducted a study that looked at how low-strength beer and wine is marketed to the general public. The study zeroed in on four specific aspects that are present in every retailers marketing strategy: occasions to drink, health, alcohol content and taste.

According to the study, most drinks with low alcohol content are labeled as ideal choice for a lunchtime drink. This is problematic because it reinforces the idea that drinking during the day is ok, as long as you drink this product. The reality is that even a drink with a lower than normal alcoholic content can have adverse effects on the user.

The study also found that low-alcoholic drinks are also often advertised as “healthy”, appearing in ads next to images of fruits and vegetables. This is likely causing people to think that having a drink with a lower ABV is healthy, when it really is no healthier than consuming a regular drink.

What drinks that have a lower alcohol content can do is allow you to have a few beers without feeling horrific in the morning. Less alcohol in your system means there is less for your body to process, which means you are less likely to experience hangover symptoms. However, claiming that low-strength alcohol is healthy is simply disingenuous.

For the days that you decide to go for a full-strength drink, remember to stay hydrated and keep a packet of Intelligent Drinking’s LAUNCH handy. To learn more about reclaiming your morning visit