The Scottish Executive and the alcohol industry have signed a partnership agreement to reduce alcohol misuse in Scotland.

The joint venture aims to combine the knowledge and expertise of representatives from across the alcohol industry to promote responsible drinking messages.

The new deal will build on existing best practice to develop and promote a sensible drinking culture by sharing marketing expertise and consumer research on the promotion of sensible drinking and responsible retailing.

Joint events on the dangers of alcohol misuse and a set of shared Scottish-specific standards have been proposed, as well as educational materials for parents to use with their children outside school.

The partnership also jointly recognises the need to enforce existing licensing legislation to ensure a zero tolerance approach to the illegal purchase of alcohol and the resultant alcohol-related disorder. The Executive will roll out the test purchasing arrangements currently being piloted in Fife to prevent under age sales.

The partnership is supported by the Scotch Whisky Association; Tennents; Diageo; Scottish & Newcastle; Scottish Retail Consortium; Scottish Licensed Trade Association; BII Scotland; Scottish Beer & Pub Association; Scottish Grocers’ Federation; Wine & Spirits Trade Association; Gin & Vodka Association and National Association of Cider Makers. Details: www.scotland.gov.uk