The Scottish Executive is planning a wide-reaching alcohol awareness initiative to tackle the country’s hard drinking culture. Speaking at the International Council on Alcohol and Addictions, held recently in Edinburgh, Andy Kerr, health minister, suggested that a number of measures including the introduction of warning labels on alcoholic beverages could be implemented in the next few months. He added that the Executive would drive the campaign in partnership with the drinks industry, with Diageo, Scottish & Newcastle, InBev, and the Scotch Whisky Association already onboard. Kerr went on to criticise supermarkets for selling cheap liquor in order to encourage footfall. He said: “I am worried that some of our major supermarket chains are loss-leading on alcohol offers to bring folk into stores. We have got to talk about that and, in terms of the industry, that is going to be a challenge.” Talk of the new measures comes after the Executive said that its initiative against alcohol related violence was showing signs of success. Violent crime north of the border fell 7% according to recently released crime statistics, with housebreaking, and crimes of indecency also showing a small decline. According to Cathy Jamieson, justice minister, the figures were proof that the Executive’s “unprecedented action to tackle the menace of booze and blades on our streets is beginning to pay off.”