The Australian Beverages Council, the dedicated peak body representing the non-alcoholic beverages industry, has appointed Sefiani as its public affairs agency to help drive awareness and understanding of the industry’s efforts to promote healthier lifestyles and consumer choice.

‘Sefiani demonstrated a strong commitment to task and proved invaluable in supporting our release of the first progress report on the industry’s flagship sugar reduction pledge,’ said Mr Geoff Parker, Chief Executive Officer, Australian Beverages Council.

The first progress report on the sugar reduction pledge, marks a major milestone for Australia’s largest beverage companies and the seven per cent reduction in sugar in the years 2015-2018 means the industry is already more than one third of the way towards reducing sugar by 20 per cent by 2025.

‘The recently announced progress report is a further sign that the industry is serious about reducing sugar in beverages while continuing to offer greater choice of low-sugar drinks and many without any sugar at all,’ added Mr Parker.

Commenting on the appointment, Sefiani CEO Robyn Sefiani said: ‘As champions of agile self-governance, it is critical that all stakeholders understand how the non-alcoholic beverages industry is encouraging healthier lifestyles and offering greater choice without putting pressure on the cost of living.

‘Our working relationship is already off to a strong start and we look forward to assisting the Australian Beverages Council with its important self-governance agenda in the future,’ she said.