Men are being encouraged to take a look at their bellies this summer and grab a six pack of low-alcohol beers.
Go Low Action Group wants Kiwis to think about moderating their alcohol consumption through what they drink.
Chairman Bruce Robertson says people need to be socialising in a safe and responsible way.
"Some people gotta have a beer in their hand. If it's always a low-alcohol beer then their consumption of alcohol will actually be less, but in fact their enjoyment will remain the same," he says.
Mr Robertson says summer barbecue hosts should have low-alcohol and non-alcoholic options available for their guests.