The group says that a steady fall in alcohol misuse to date indicates that current initiatives – such as a partnership approach with Government, industry, Local Authorities and NGOs – is producing results and this approach should be encouraged.
Such partnerships focus on education, enforcement and targeted initiatives.
The AIP, an independent non-profit group, is funded by eight alcoholic beverage producers: Diageo Great Britain, Campari, Pernod Ricard UK, Brown-Forman, Bacardi, Remy-Cointreau, Moet Hennessy and Beam Suntory.
It is led by Dave Roberts (former chief executive of the National Clinical Homecare Association and previously head of communications at Wiltshire Health Authority).
Roberts said that alcohol misuse is a serious issue and society needs to continue to debate how best to tackle and reduce it.
However, he believes the debate has become ‘increasingly imbalanced and characterized by poor representation of the evidence’ and says that binge drinking is in decline in the UK and the vast majority of people drink responsibly.
Roberts said: “The AIP is here to bring balance back to the debate and remind the public that having a drink at home or in the pub can still be a part of a balanced lifestyle as long as it is drunk in moderation.”