Liquorland's new slogan angers anti-addiction agencies

Alcohol Drug Association of New Zealand chief executive Paul Rout said Liquorland's use of the word "help" in the new slogan was cynical considering one of the major contributing factors to alcohol-related problems in New Zealand is the easy of access to cheap liquor through off-licence retailers.

"They should stop using that word because I think it's a contradiction in terms of what they actually do," Rout said.

The slogan features the kind of wording typically used by support agencies trying to help problem drinkers and minimise the alcohol harm, he said.

"It's buying into a language and a concept that people warm to but in fact isn't genuine or real."