(adsbygoogle = window.adsbygoogle || []).push({}); Heineken is to cut the alcohol content of one of its major brands after signing up to a Government deal on public health.

The firm, which makes Heineken, Foster's, John Smith's and Kronenbourg, has not yet unveiled which brand will see its alcohol content reduced.

It has signed up to the Government's "responsibility deal", which includes major food and drink companies.

Health Secretary Andrew Lansley wants firms to join the deal as a voluntary movement to reduce the amount of unhealthy sugar, salt and fat in food, and encourage people to drink responsibly.

Mr Lansley hopes measures aimed at better labelling and more information for consumers will eliminate the need for tough regulation.

As part of the announcement, Heineken, which also makes the ciders Bulmers and Strongbow, will carry information about alcohol units on all its branded drinking glasses.

Supermarket giant Asda has also pledged to end front-of-store alcohol displays by the end of April.

It will also commit £1 million to community projects for young people aimed at responsible drinking.

The drug and alcohol treatment charity Addaction will look into suitable schemes for the funds.

On Tuesday, Mr Lansley will unveil commitments made by around 150 other companies.

Yeah we should experiment and put "Alcohol" in the title of any thread and see if MBO thanks it .

On topic: This is just going to make Heineken more money because people will have to buy more beer. But then again, they may lose customers because of the cut, so it could go either way.

Alcohol and all drugs give you the feeling that they're lifting stress when really all they're doing is piling it on.

And what about alcohol abuse when it affects those who aren't the ones consuming alcohol? Have you not thought about that?

Oh, and alcohol as all things can be good in moderation. Issue is, as a species we're not all that good at moderation(generally speaking), so that doesn't cut it.

This is actually kind of humorous. Government voices: "Hm..maybe if we cut alcohol levels in a popular beer brand we will look more caring". Government voice who's about to get fired: "But..on the otherhand half a million people die from cigarettes a year..".

LOL. :carling:

I will direct a /facepalm at you the day they outlaw liquor, which is never.

You know it would be better for the world though, as much as we both know it'd never happen.