MEAS, a registered charity, was established in 2002 by the principal companies and trade organisations in the Drinks Industry to promote social responsibility within the industry and moderate consumption by those who choose to drink, in order to reduce alcohol abuse and related harm. MEAS is committed to the promotion of the highest ethical standards within the Drinks Industry, and does not condone any misuse or abuse of alcohol. Operationally independent from Drinks Industry companies, MEAS has no economic
purpose.