>>the industry must unite to tackle antisocial drinking…Steve Gannon, Managing Director, Off-Trade, Diageo GB
Over the past three years, consumption of spirits, wine and beer has increased by £2.7bn to £30bn in total retail sales. During the same period, off-trade sales have risen by 8% to £9.3bn.
Moderate and responsible drinking can be part of a balanced and healthy lifestyle for most adults - it’s about quality, not quantity. But what is clear is that if alcohol is consumed irresponsibly or excessively, then this can lead to health or social problems.
There has been much UK media coverage of the growing problem of binge drinking and there is a growing clamour for something to be done. But what?
The drinks industry recognises there is an issue to be tackled and that it has a role to play, alongside the government, media and other agencies. There are sound business reasons why it is in the interests of Diageo and on and off-trade retailers to do so.
In the long term, we want consumers to enjoy our brands. If they drink to excess, then they won’t. It’s as simple as that. Moreover, they may not drink our brand again as a consequence of that bad experience. It could also alienate other existing and potential consumers.
In recent months, hardly a week goes by without a TV documentary showing the effects of irresponsible drinking on one of our towns. Well, that’s an on-trade issue and has nothing to do with the off-trade, I hear you say. Think again.
Government ministers recognise the importance of taking a total trade view to responsible drinking - witness the holistic approach of the National Alcohol Harm Reduction Strategy.
Let’s look at what’s happening in Scotland. A report published in February, entitled ‘Off-sales in the community’ set out recommendations on the provision of off-licences. It is very much in keeping with the Scottish Executive’s emphasis on health and antisocial behaviour.
It focuses on greater engagement of local communities when considering liquor licences and is heavily concerned with underage drinking and antisocial behaviour. A recommendation for local licensing forums would mean community council-style meetings being held to consider all applications for off-licences where an objection could be lodged by anyone with a real and material interest.
The Scottish Executive plans to:
n Give local people the right to make objections and representations before an off-sales licence is granted n Prevent the proliferation of off-licences by requiring licensing boards to make an assessment of over-provision, where necessary blocking off-licence applications in antisocial behaviour hot spots n Endorse and promote a national no proof, no sale initiative
With regard to irresponsible promotional activities, the report says: “There should be a standard condition attached to all premises’ licences to the effect that nothing must be done in connection with the business of the premises, whether by way of promotional advertising, by way of offering discounted prices, or in any other way, which encourages excessive consumption of alcohol and which thereby prejudices, or is likely to prejudice, the licensing principles.”
Downing Street will be looking closely at what’s happening in Scotland to see which measures can be implemented in England and Wales. In light of this, retailers and suppliers need to collaborate on four areas:
n Implementation of proof of age;
n Category price ladders - erosion of rsps on high abv/low price products makes alcohol too cheap and encourages the government to increase the tax levy each year
n Marketing of multipack RTDs at low rsps, which fuels the argument that we are encouraging excessive consumption;
n Innovation in low alcohol drinks.
Our industry needs to be part of a solution that is reached through the co-operation of all parties involved.
Over the past three years, consumption of spirits, wine and beer has increased by £2.7bn to £30bn in total retail sales. During the same period, off-trade sales have risen by 8% to £9.3bn.
Moderate and responsible drinking can be part of a balanced and healthy lifestyle for most adults - it’s about quality, not quantity. But what is clear is that if alcohol is consumed irresponsibly or excessively, then this can lead to health or social problems.
There has been much UK media coverage of the growing problem of binge drinking and there is a growing clamour for something to be done. But what?
The drinks industry recognises there is an issue to be tackled and that it has a role to play, alongside the government, media and other agencies. There are sound business reasons why it is in the interests of Diageo and on and off-trade retailers to do so.
In the long term, we want consumers to enjoy our brands. If they drink to excess, then they won’t. It’s as simple as that. Moreover, they may not drink our brand again as a consequence of that bad experience. It could also alienate other existing and potential consumers.
In recent months, hardly a week goes by without a TV documentary showing the effects of irresponsible drinking on one of our towns. Well, that’s an on-trade issue and has nothing to do with the off-trade, I hear you say. Think again.
Government ministers recognise the importance of taking a total trade view to responsible drinking - witness the holistic approach of the National Alcohol Harm Reduction Strategy.
Let’s look at what’s happening in Scotland. A report published in February, entitled ‘Off-sales in the community’ set out recommendations on the provision of off-licences. It is very much in keeping with the Scottish Executive’s emphasis on health and antisocial behaviour.
It focuses on greater engagement of local communities when considering liquor licences and is heavily concerned with underage drinking and antisocial behaviour. A recommendation for local licensing forums would mean community council-style meetings being held to consider all applications for off-licences where an objection could be lodged by anyone with a real and material interest.
The Scottish Executive plans to:
With regard to irresponsible promotional activities, the report says: “There should be a standard condition attached to all premises’ licences to the effect that nothing must be done in connection with the business of the premises, whether by way of promotional advertising, by way of offering discounted prices, or in any other way, which encourages excessive consumption of alcohol and which thereby prejudices, or is likely to prejudice, the licensing principles.”
Downing Street will be looking closely at what’s happening in Scotland to see which measures can be implemented in England and Wales. In light of this, retailers and suppliers need to collaborate on four areas:
Our industry needs to be part of a solution that is reached through the co-operation of all parties involved.
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