Drinks firms want to avoid being sued

The firm said every bottle and can it sold worldwide would carry a warning pointing to a website giving information about alcohol consumption.

UK brewer Scottish & Newcastle has already promised to put general health warnings on some of its products.

The moves come as food and drink firms seek to avoid the huge damages claims which have hit the tobacco industry.

The risk has encouraged many drinks companies include advice to "drink responsibly" in their advertising.

Warnings

Heineken is at pains to point out that what customers do - and how much they choose to drink - is up to them.

But it also says it acknowledges that it has a part to play in "educating" drinkers about what they are doing.

"Whilst consumers are responsible for their own drinking behaviour, we are nonetheless committed to help remind and inform consumers about responsible drinking and the dangers of alcohol abuse," said the firm's chairman, Thony Ruys.

The website so far is tailored to a US audience, since the message on the bottle is already active there.

It includes information about recommended limits on consumption, advice about not drinking and driving, and a quiz which tests knowledge about alcohol.

One questions asks whether strong coffee - or a whipped egg - can help speed up the breakdown of alcohol.

The answer, it says, is that neither will.