MEAS promotes the mature enjoyment of alcohol amongst consumers through drinkaware.ie and works in partnership with Government and other appropriate bodies.

In addition to its responsible drinking initiatives, MEAS also promotes social responsibility among producers, marketers, distributors and retailers of alcohol in Ireland through the administration of the MEAS Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks, the MEAS Pre-launch Advisory Service and the Responsible Serving of Alcohol programme.