White Lightning Cider: A Step Towards Responsible Drinking

In today's society, it has become increasingly important to address the negative issues surrounding alcohol consumption. Recently, Scottish & Newcastle (S&N), a leading drinks company, announced that they would be reducing the strength of their popular White Lightning cider brand. This move is seen as a step in the right direction towards promoting more responsible drinking habits.

According to Harry Turner, an S&N spokesman, the decision was made to address the perceived problem with white ciders, which are often associated with anti-social behavior and underage drinking. White ciders have been known to be particularly problematic due to their high strength and low price point, making them accessible to a wide range of consumers.

The company has been taking steps to improve the image of White Lightning and encourage more responsible drinking habits. In recent years, they have reduced the alcohol content from 8.5% and scrapped their 'supersize' three-liter bottles, as well as ending promotions that offered an extra 50% free. These initiatives are aimed at reducing the appeal of cheap, high-strength ciders.

Industry experts have welcomed the move, with Iain Shenker, chief executive of Alcohol Concern, urging other drinks producers to follow suit. He highlighted the importance of addressing the issues surrounding white ciders, particularly in regards to underage drinking and anti-social behavior.

The reduction in strength is not only a positive step for consumers but also for the company itself. By making their product more expensive than rival Diamond White, which is on sale at £3.21, S&N is positioning themselves as a leader in the industry.

As we strive for a culture of responsible drinking, it is essential that companies like S&N take proactive steps to address the negative issues surrounding alcohol consumption. By reducing the strength of their products and promoting more responsible drinking habits, they are setting an example for others to follow.

White lightning cider