The first retailer to make the move, British retailer Morrisons has signed the Responsible Can Packaging Pledge as a means of compliance with recent legislation. The company stated that it will not produce or sell any carbonated product with more than four units of alcohol in a single-serve can. England’s Department of Health proposed the Public Health Responsibility Deal in 2011, aimed at requiring businesses to play a role in “improving public health” by creating an environment where their customer can make “informed [and] balanced choices.” The deal includes removing one billion units of alcohol from the market on an annual basis. Having already put a cap of 40 ml of alcohol for each single-serving package, Morrison’s now says they will focus their attention on ensuring packaging information clarity, including advisement for consumers to drink responsibly.

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