Tuscany the region that is home to some of Italy's most popular wines is experimenting with new ways to increase awareness about the effects of alcohol, in a month-long campaign.

Three-quarters of Italians drink alcohol, about 3 million of them excessively, and about 1 million are alcoholics. Drinking patterns in Italy are changing; Italians now drink more outside of meal times, and young people and women are the nation's new drinkers. Tuscans generally prefer wine (85 per cent), but in Italy the consumption of beer, alcopops and spirits is on the rise.

The Tuscan campaign is specifically aimed at informing young drinkers about the danger of alcohol. At eight nightclubs in Florence, doctors and traffic wardens will be distributing equipment to measure alcohol levels in the bloodstream, in order to discourage drunken driving.