Under the tag line "Why should responsible drinkers pay more?", a new website is being launched on Tuesday with user-friendly 'click and send' methods of notifying your MP that you ain't happy.
The drinks industry is to launch the first consumer-facing campaign to mobilise mass opposition to the government's minimum unit pricing plans.While functionality is reportedly not 100% before Tuesday's launch (e.g. Mudgie found the Facebook link not to be working yet), there is plenty to admire about the site, so do go and have a good look around it.
The Wine & Spirit Trade Association has galvanised the support of major supermarkets and drinks brands to launch a consumer campaign under the "Why Should Responsible Drinkers Pay More" banner. A dedicated website is due to go live next Tuesday. Retail backers include Sainsbury's, Asda and Morrisons with drinks suppliers on board including SAB Miller and Diageo.
The site will include information about how minimum unit pricing will affect beer wines and spirits products and tell consumers how to send a letter calling for their MP's support on the issue. It will be backed by a radio and PR campaign.
In the meantime, considering these things are generally embargoed until one minute past midnight on a certain date, I look forward to waking up to read news reports from a more liberal perspective on Tuesday morning for a change.
And seeing as we now know it is on its way, I'll have my own small contribution lined for then too, I expect. Watch this space.