Lower-strength alcohol can lead to increased booze consumption, study warns

LOWER-strength booze could lead to increased alcohol consumption as producers advertise them as an alternative to soft drinks, a study says.

Researchers found diluted wines and beers sold by Tesco, Asda, Sainsbury’s and Morrisons were being marketed as “lunchtime treats” or “perfect for all occasions”.

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Lower-strength beer was even described as suitable for sports events “to refresh thirsty sportsmen and women”.

Producers and supermarkets were not marketing them as alternatives to booze, experts said.

Dr Milica Vasiljevic, co-author on the University of Cambridge study, warned it may lead to more boozing.

They compared messages on 134 web pages and did not find any thing about drinking less or harm associated with alcohol consumption.