The digital campaign will go live from today across 72 EFL club websites and social media, as part of Jameson’s official long-term partnership with the organisation, as well as Jameson, Drinkaware, and Jay Bothroyd's social media channels

• Jameson, official partner of the English Football League (EFL), has teamed up with

leading alcohol harm charity Drinkaware and former England international and football

legend Jay Bothroyd to encourage football fans to keep score and check their drinking

habits

• Bothroyd urges football fans to visit Drinkaware’s website and take a quick, free, online

Drinking Check

• The partnership and campaign support Jameson’s commitment to promoting

responsible drinking within football communities across the UK

• Campaign video: https://www.youtube.com/watch?v=47jpo7iP2LU

In a busy start to the January transfer window, Jameson has teamed up with Drinkaware, the leading alcohol harm charity, and former England international and football legend Jay Bothroyd, to continue its commitment to promoting responsible drinking within British football culture.

Football fans are encouraged to kick off the new year by checking whether their drinking habits are putting their health at risk. Jameson’s new signing, Bothroyd, urges fans to visit Drinkaware’s website and use the free Drinking Check tool to assess their habits.

The Drinking Check is a quick, three-minute online quiz that provides a personalised drinking score. It helps users understand the potential impact of their drinking habits on their health and offers tailored advice and support for those who may need help moderating their consumption.

Karen Tyrell, CEO of the charity Drinkaware, said:

“We are delighted to be partnering with Jameson and former England international and football legend, Jay Bothroyd, to encourage football fans to take a moment and check their drinking habits. As clubs and supporters return from the festive break, it’s a perfect time to consider your alcohol consumption and ensure its not putting your health at serious risk. More than eight million people in the UK regularly drink above the Chief Medical Officer’s recommended guidelines, and its crucial we work together to reduce that number. Tools like the Drinking Check provide a simple way for individuals to assess their drinking and provides personalised advice and support to help moderate your alcohol consumption.”

Former England international and football legend Jay Bothroyd, said:

“As I’ve got older, I love going out with my wife and having a few glasses of wine with my dinner, but everything stays in moderation. I think the Drinking Check is a very important tool and a vital resource for everyone to check their drinking habits. There is no bad result here. It gives you the information you need to make the necessary adjustments to your life. So, what are you waiting for? Take the Drinking Check today!”

Josh McCarthy, Brand Director for Pernod Ricard UK, comments:

“After almost 18-months, our partnership with the EFL has become an integral part of Jameson’s DNA here in the UK and our collaboration with Drinkaware this January is the second campaign we have launched during this time to promote responsible drinking within British football culture. At Jameson, we love a get together and live for the craic, but you have to be responsible and that means being in control and knowing how much you’re drinking. Drinkaware’s Drinking Check tool is so easy to use and we are proud to have football legend Jay Bothroyd on board to help us drive maximum awareness and change behaviour.”

The Drinking Check is based on the internationally recognised World Health Organisation (WHO) Alcohol Use Disorders Identification Test (AUDIT), which is used by medical professionals across the world to check the risk of alcohol-related problems, including alcohol dependence.

Five Top Tips to help moderate drinking and keep within the Chief Medical Officer’s low risk guidelines.

1. Know the limits: The advice is the same for men and women. To keep your risk of

health harms low, drink no more than 14 units of alcohol each week, spread over three

or more days with several drink-free days and no bingeing.

2. Set your goals: Each week set a goal and track your progress, whether you’ve achieved

your goal or not. And remember, slip ups happen so don’t beat yourself up – if you

haven’t hit your goal one week, make a fresh start the day after.

3. Ask for support: Having a supportive friend that knows you’re trying to cut back on

your drinking can make a big difference. Tell them how important it is for you and why.

4. Try switching to alcohol-free drinks: If you’re looking for a way to cut down on alcohol

without cutting it out completely, alcohol-free or low alcohol drinks could be right for

you.

5. Don’t give up! And celebrate your achievement Stick with it! More than 40% of our

daily behaviours are determined by habits. And don’t forget to celebrate your

achievements.

-ENDS-

Notes to Editors

• Former England international and football legend, Jay Bothroyd, is available for

comment and interview.

• Jameson was unveiled as an Official Partner of the EFL ahead of the 2023/2024 season.

The exciting collaboration sees the brand highlight its commitment to football across

the EFL’s three divisions until the end of the 2026/27 season, engaging with clubs and

communities across the England & Wales along the way.

Links

• Drinkaware’s Drinking Check Tool: www.drinkaware.co.uk

• Campaign video:

https://www.youtube.com/watch?v=47jpo7iP2LU

• Interview video with Bothroyd: https://www.youtube.com/watch?v=cLwejSD-asU

Drinking Check

• How does the Drinking Check work? There are ten multiple-choice questions that

cover various aspects of your alcohol use, such as:

o How many alcohol units you drink on a typical drinking day

o Whether you can stop drinking after starting, or need a drink in the morning

o Being unable to remember what happened the night before, or being injured

• Your answer to each question is scored from 0-4, depending on the level of risk

suggested by your response. The scores are added together to give a total score

between 0-40 - the higher the score, the greater the likelihood that you are drinking in

a risky or harmful way.

• What do the different scores mean?

o 0 to 7 indicates lower risk

o 8 to 15 indicates increasing risk

o 16 to 19 indicates higher risk

o 20 or more indicates possible dependence

• The score on any AUDIT test isn’t a diagnosis of anything by itself. Your score can

suggest the presence of a potential alcohol use disorder, but a healthcare professional

will be able to offer you advice that considers other factors that are relevant for you –

like your age, sex and genetic factors.

Chief Medical Officers’ guidelines

• The Chief Medical Officers' guideline for both men and women state that:

o To keep health risks from alcohol to a low level it is safest not to drink more

than 14 units a week on a regular basis.

o If you regularly drink as much as 14 units per week, it's best to spread your

drinking evenly over three or more days. If you have one or two heavy

drinking episodes a week, you increase your risk of long-term illness and

injury.

o The risk of developing a range of health problems (including cancers of the

mouth, throat and breast) increases the more you drink on a regular basis.

o If you wish to cut down the amount you drink, a good way to help achieve

this is to have several drink-free days a week.

o If you are pregnant or think you could become pregnant, the safest

approach is not to drink alcohol at all, to keep risks to your baby to a

minimum.

o Drinking in pregnancy can lead to long-term harm to the baby, with the

more you drink the greater the risk.

About Drinkaware

Drinkaware is the UK’s leading alcohol charity which aims to reduce alcohol harm. We achieve this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and working collaboratively with partners. www.drinkaware.co.uk

Founded in 2006 by the UK Government, the devolved administrations and the alcohol industry, Drinkaware is funded by unrestricted voluntary donations from more than 120 organisations. These include UK alcohol producers, retailers, supermarkets, venues, restaurant groups and sports associations.

About Jameson

Jameson Irish Whiskey is a blended Irish Whiskey. First, we take the best of pot still and fine-grain whiskeys. Then we triple distill them- not because we have to because we want to as it gives it its signature smoothness. Finally, we age them in oak casks for a minimum of 4 years. It’s where we recommend starting your whiskey journey. You can drink it any way you like - just add mates and widen the circle. Triple distilled, twice as smooth, one of a kind.

When football’s at its best, it brings people together like nothing else (except maybe Jameson). It’s why we’ve been bottling that same spirit since 1780. No matter the size of the rivalry, we always believe that the size of the circle counts. And everyone’s invited.

For latest news and information:

Website: https://www.jamesonwhiskey.com

Instagram: https://www.instagram.com/jamesonuk

About Pernod Ricard UK

Pernod Ricard UK is part of Pernod Ricard, number two in wines and spirits with sales of €11,598m in 2023/2024. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard’s mission is to ensure the long-term growth of our brands with full respect for people and the environment, while empowering our employees around the world to be ambassadors of our purposeful, inclusive and responsible culture of authentic conviviality.

Pernod Ricard holds one of the most prestigious brand portfolios in the sector, including 17 of the Top 100 Spirits Brands. Pernod Ricard UK has identified the following key priority brands in the UK market: Absolut, Jameson, Malibu, Kahlúa, Lillet, Italicus, Altos, Havana Club, Bumbu, Malfy, Monkey 47, Chivas, The Glenlivet, Perrier-Jouët, Campo Viejo, and Brancott Estate. Pernod Ricard UK is a member of The Portman Group promoting responsible drinking.

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