MEAS, the Irish word for ‘respect’, is the working name for our organisation – the Mature Enjoyment of Alcohol in Society Limited.

Respect encapsulates a core value of MEAS – we must respect alcohol and when we consume it we must respect ourselves and respect others.

MEAS envisions an Irish society where alcohol is enjoyed in a mature, sensible and appropriate manner.

In order to reduce alcohol abuse and related harm MEAS will

• Promote social responsibility among producers, marketers, distributors and retailers of alcohol in Ireland; and
• In partnership with Government and other appropriate bodies promote the mature enjoyment of alcohol amongst consumers

The message from MEAS is clear and straight forward:
‘You can have a great time while respecting alcohol and respecting yourself’