Coors, the maker of Carling, Britain's best-selling lager, has launched an advertising campaign in Scotland using the managers of the Celtic and Rangers football clubs to discourage overindulgence, the Financial Times reported Wednesday.

And Diageo, the maker of Smirnoff vodka, released a survey claiming that 7.3 million Britons were in danger of ruining their careers by getting drunk at their office party.

It also issued tips for responsible drinking, including: alternating alcohol with soft drinks or water; avoiding top-ups to keep track of alcohol intake; and eating before or during drinking to slow alcohol absorption.

Meanwhile, the Portman Group, a responsible-drinking group backed by the alcohol industry, said it had distributed 250,000 pocket guides to sensible drinking in December.