Reduce the strength – feeling the benefits

December 2013 saw the launch of the Reduce The Strength campaign of which The Fitzrovia Partnership, Metropolitan Police, Camden Council and NHS Camden teamed up to deliver.

Reduce The Strength was set up to encourage local off-licences and supermarkets to stop selling low cost, super strength lager, cider, and beer’s with an alcohol volume of 6.5% or more.

During the early months of 2014, the campaign has Bloomsbury reporting 100% of businesses signing up to the scheme.

BID members Tesco and Waitrose have signed up to the scheme and Sainsbury’s Tottenham Court Road Manager Tony Huegdon is in support.

He said: “As part of the Sainsbury’s corporate social responsibility, we do not sell high percentage alcoholic drinks within Fitzrovia. I think the scheme is beneficial to the area and I am happy to lend support to the scheme.”