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How much beer to drink during a match? Cricket Australia’s unique endeavour

Cricket Australia and DrinkWise will partner for the first time this summer, promoting responsible alcohol consumption and encouraging cricket fans not to miss a moment of the action

cricket Updated: Nov 09, 2016 17:57 IST
HT Correspondent
HT Correspondent
Hindustan Times
Cricket Beer

Cricket Australia and DrinkWise will partner for the first time this summer, promoting responsible alcohol consumption and encouraging cricket fans not to miss a moment of the action. (Getty Images)

Drunken brawls are quite common during football matches, but cricket fans are considered relatively more sober. Drinking beer in Indian grounds are impossible to imagine, but in Australia, South Africa, England and New Zealand, alcohol plays a positive catalyst during a good game of cricket.

How much beer to drink during a cricket match? And, how do you pace your drink?

Cricket Australia and DrinkWise will partner for the first time this summer, promoting responsible alcohol consumption and encouraging cricket fans not to miss a moment of the action.

Through the campaign, cricket fans will be reminded of the benefits of pacing themselves and drinking in moderation, through a series of broadcast messages and on-ground activations.

The campaign has proven effective when integrated into other sporting events. Research has shown that 76 per cent understood that drinking in moderation would ensure they didn’t miss a moment.

The campaign, supported by major alcohol producers Carlton and United Breweries and Hardys Wines, will be featured on television, radio and activations around cricket venues.

In 2009, cricket was the first sport to actively encourage moderation in alcohol consumption when Cricket Australia launched a campaign with its commercial partners in this sector.

“These are all innovations that make cricket the most family-friendly sport in Australia,” Cricket Australia CEO James Sutherland said.