Reducing the Strength

Off-licence owners are being asked to become Ipswich "superheroes" by becoming super strength-free and removing these products from their stores.

Suffolk Constabulary, NHS Suffolk, Ipswich Borough Council, Suffolk County Council and the East of England Co-op have been working together in an effort to end the retail of this kind of alcohol, which has serious effects on consumers and communities. The Co-op has been joined by Tesco and McColls.

The campaign was launched at an event for licensees in Ipswich today.

Licensees in Ipswich have been asked to join the campaign by voluntarily removing the sale of these products from their stores. Twenty-three independent stores in Ipswich are already super strength-free.

* Super strength alcohol includes lager, beer and cider with an alcohol volume of 6.5% or over that is sold very cheaply. The campaign is targeting the sale of these items only, in off-licence premises.