Reducing the strength

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The East of England Co-op has put an end to the sale of cheap, super-strength beers and ciders in all its stores following a successful pilot scheme to help reduce alcohol-related health problems and anti-social behaviour. 

The roll-out of the ‘Reducing the Strength’ campaign to 43 East of England Co-op stores in Essex, as well as 35 stores across Norfolk, follows the success of the campaign in Suffolk where the sale of very low cost beer and cider with an alcohol volume of more than 6.5 % ended in September 2012. 

We are extremely pleased that sales of cheap, super-strength lager and cider has stopped in all our stores. Our partnership work has shown how removing the problem at source can help reduce anti-social behaviour in the local areas where we trade.  As an ethical retailer, we want to ensure all our local communities can benefit from the positive effect such action can achieve.

Super-strength alcohol can have a serious effect on health and can do immense damage to the body, both physically and mentally. Just one 500ml can of 9% super strength lager contains four and a half units of alcohol, exceeding the Government’s daily recommended safe alcohol limit for both women (2 to 3 units) and men (3 to 4 units). Excessive alcohol consumption can lead to health problems such as liver disease, cancer or even a stroke. Other consequences include depression, impotence and excessive weight gain. 

Reducing the strength