New campaign promotes evidence-based actions to reduce harmful alcohol consumption;
New report, infographics and website launched to promote responsible drinking
Participating APISWA members and partner associations launched the Moderation Week
11 March 2025: Ho Chi Minh City, Vietnam – Today, the Asia Pacific International Spirits and Wines Alliance (APISWA) and partner associations launched the inaugural Moderation Week campaign across Asia Pacific (APAC). More than 18 representatives from trade associations of spirits, wines and beer producers participated in the event, signalling their commitment to promoting responsible drinking.
The campaign includes a range of educational initiatives to promote responsible alcohol consumption across APAC, including through a new Responsible Drinking APAC website.
Remarks by Dr. Nguyen Van Viet – Chairman of Vietnam Beverage Association (VBA)
While significant progress has been made on reducing harmful drinking, there remain challenges across the region. In Vietnam, according to WHO, alcohol consumption is relatively higher compared with other countries in the Western Pacific Region, with heavy episodic drinking remaining a key issue.
To tackle these challenges, Moderation Week brings the industry together to advocate for targeted initiatives and stronger consumer education. The campaign calls for:
- The introduction of a Legal Purchase Age (LPA) in all markets. The report calls for setting the LPA at 18 years old, aligning with regional standards.
- The definition of "Standard Drink" and development of “National Drinking Guidelines”. Many APAC markets lack clear guidelines, exacerbating confusion among consumers about what constitutes responsible drinking.
- Specific actions to tackle illicit alcohol sales by streamlining taxation, improving enforcement, and supporting local compliant businesses.
Remarks from Mr. Rob Sherwin – Representative of International Alliance for Responsible Drinking (IARD)
Throughout Moderation Week, APISWA and partners will publish educational content to help consumers make informed choices on responsible alcohol consumption4. The Road to 2030: A Partnership Approach to Reducing Harmful Alcohol Consumption, outlines progress made to date towards the World Health Organization’s goal of a 20% reduction in harmful alcohol consumption by 2030, and identifies areas for further action.
A new social media campaign, ‘Too Much of a Good Thing’ also launches this week, fronted by influential figures across Cambodia, Thailand and Vietnam. The video series encourages consumers to make informed drinking choices that align with a balanced lifestyle. As part of the initiative, the new Responsible Drinking APAC website and Facebook page will provide science-based insights on alcohol’s effects on health, standard drink measurements, as well as tips on responsible consumption. It also offers self-assessment tools, country-specific guidelines and professional support resources.
APISWA representative introduced the Responsible Drinking APAC website and the report - The Road to 2030: A Partnership Approach to Reducing Harmful Alcohol Consumption
A Memorandum of Understanding between APISWA and the China Alcoholic Drinks Association (CADA) aimed at Elevating the Alcohol and Health Agenda in China has also been signed.
Commenting, Tim Wallwork, APISWA Chair, said:
“Harmful drinking remains a notable public health challenge, and the industry has a significant role to play in a partnership approach to harm reduction. Moderation Week is a testament to the power of partnership, aiming to bring together governments, civil society, and the private sector to deliver meaningful change. Together, we can foster a culture of moderation, empower consumers to make informed choices, and work towards the WHO’s goal of a 20% reduction in harmful drinking by 2030.”
Mr. Tim Wallwork – APISWA Chairman announced the launch of Moderation Week
