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"The rum category has focused very much on the social aspect of a bunch of consumers enjoying the drink in a typical occasion," said Andy J. Gibson, global chief marketing officer of Bacardi Global Brands, which includes Grey Goose vodka, Dewar's blended Scotch whisky and Bombay Sapphire gin.
Questions on alcohol consumption included frequency and usual quantity of spirits, wine and beer consumed on a typical occasion.
Twelve participants (seven control, five intervention) reported extreme values (>30) for the number of drinks consumed per typical occasion.
Questions on frequency of intake of beer, wine, spirits and other alcoholic beverages were asked, together with the usual amount of beer, wine or spirits consumed on a typical occasion.
Ninety percent of respondents had consumed alcohol in the last 12 months, with a mean volume per typical occasion of 5.1 (SD = 5.0) standard drinks for women and 8.7 (SD = 8.6) for men.
There were four planned primary outcome measures: frequency of drinking (range: 0 28 days), number of standard drinks (10 g ethanol) per typical occasion, average weekly volume [(28-day frequency × typical quantity)/4], and AREAS score (range 0 15).
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The percentage of Danes drinking 5 units or more in a typical drinking occasion has been reported to be 23%.
Pre-determined primary outcomes were: (i) frequency of drinking, (ii) amount consumed per typical drinking occasion, (iii) overall volume of alcohol consumed and (iv) academic problems.
Questions concerned the frequency of drinking and amount consumed per typical drinking occasion, all with a reference period of the last 4 weeks.
At the 5-month followup, those randomly assigned to PFI reported fewer drinks per typical drinking occasion; however, this effect was reduced to non-significance in sensitivity analyses designed to detect effects of differential attrition.
Rather than using the third original AUDIT-C item, which measures number of standard drinks consumed per typical drinking occasion (1 = one or two to 5 = ten or more), and in order to ensure standardised responses across the four participating countries, we use a graphical overview of various types of drinks with the indication to select the number of each drink per typical drinking occasion.
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Justyna Jupowicz-Kozak
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