Portman Group push warns of 'lethal' holiday drinking

LONDON - The Portman Group is targeting young UK holidaymakers with a hard-hitting campaign to address the problem of binge-drinking in resorts.

Following stories in the press last year, the alcohol industry watchdog has issued a safe drinking leaflet entitled "Lethal summer cocktails, the Portman Group guide to responsible drinking this summer, home or away". It will be distributed in the UK and at European resorts for the first time. The booklet is designed to resemble a cocktail-making guide, with each 'recipe' detailing the factors that could lead to a drink-related disaster.

From next week, holiday reps at Club 18-30's 10 resorts will hand out copies of the guide to customers. The tie-up with the holiday firm follows a Portman Group ad which ran in its summer brochure last year.

The booklet will be distributed by pub and bar managers as well as police licensing officers, and will be available at several events this summer, including the V Festival.

The Portman Group's decision to issue the guide comes as the government steps up pressure on the drinks industry to take a responsible line toward alcohol sales.

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