Encourage Moderate Consumption ⬤ Promote Responsibly ⬤ Challenge Underage Drinking
HEINEKEN UK is committed to promoting responsible drinking. As one of the UK's leading pub, cider and beer businesses, we have a responsibility to do things right. Together, we all have a role to play in promoting responsibility. We are sharing this best practice with you - our customers, licensees and business partners - and would ask you to please take a short time to consider how you could execute some of these initiatives in your outlet.
Encouraging Moderate Consumption
Increasingly consumers are thinking about their health, and we also know they are looking for ways to enjoy going to the pub whilst also cutting back their alcohol consumption – 50% of people are looking to moderate their drinking. However, it’s not always easy for consumers to find the moderate options they’re looking for. Have you thought about how your range could appeal to this increasing trend for moderation?
Top tips to consider:
- Stocking a wide range of low and no-alcohol drinks such as Heineken 0.0 or Old Mout Berries & Cherries 0.0.
- Provide no-alcohol alternatives as part of a “meal deal” offer which usually include alcohol.
- Offer a varied drinks menu that features low-calorie and low-sugar options.
- Supplying a premier range of soft drinks.
- Reduce the ABV of your house wine.
- Make the standard ‘small’ glass of wine a 125ml serving size.
Helping your customers make informed decisions
Consumers want clear information on the alcoholic content in drinks. The facts are made simple. The British Beer & Pub Association in partnership with Drinkaware have launched a national campaign to help consumers understand the number of alcohol units in their drinks. The campaign’s ‘2-2-2-1’ message shows the number of units in a typical pint of 4% ABV lager, a 330ml bottle of 5% ABV lager, a 175ml glass of 12% ABV wine and a single measure of a 40% ABV spirit.
We do encourage promotions which:
- Incentivise consumers to choose our brands by offering them the chance to enter promotions and win prizes
- Offer consumers the chance to “win a party” or to “share with friends”
- Use non-alcoholic prizes e.g. event tickets, cash or goodies
Whilst avoiding promotions which;
• Encourage irresponsible or immoderate consumption (such as drink-driving or binge-drinking) by offering an excessive price discount on one of our brands
• Support speed drinking (e.g. to ‘down’ a product in one)
• Support time-limited drinking (e.g. “half price drinks until the first goal” or “happy hours”)
• Offer drinks depending on the outcome of an event (e.g. “ Free pint if England win”)
• Present consuming drinks as a “challenge” (e.g. asking whether consumers can “handle it”)
• Reference round buying
• Provide unlimited or unspecific quantities of alcohol free or for a fixed/discounted fee
• Encourage the purchase of more than 3 units of alcohol in one day, unless the promotion makes it clear that the offer is designed for group consumption
Challenge Underage Drinking
It's important to have a robust age verification policy. Challenge 21 or 25 scheme gives you confidence that you and your staff are selling alcohol legally and protecting your business. In Scotland, Challenge 25 is mandatory. Both schemes simply mean that you and your staff can ask anyone trying to purchase alcohol who looks under 21 or 25 (depending on your scheme) for identification. If they’re unable to provide valid proof of age then they can’t be served.
You can download a Challenge 21 poster for free here
What forms of ID are acceptable?
Identification must include their photograph, date of birth and a holographic mark.
Examples include:
- Passport
- Photo driving license
- A proof of age card, such as the PASS card from the national Proof of Age Standards Scheme.
- Military identification cards
What if I fail a test purchase?
Licensing authorities take failing test purchases of underage sales seriously, with failing considered a criminal offence. If convicted, you could face a fine of up to £20,000. It could also lead to a review of your license resulting in it being suspended or revoked.
Refusing Service – Who and How?
It is illegal to sell alcohol to someone who is drunk or buying on behalf of someone who is under 18.
Spotting a customer who’s had a few too many?
- Loss of co-ordination
- Slurred, too loud or too fast speech
- Slow reactions
- Staggering or inability to walk
- Glazed eyes
- Heavy sweating
- Slower pupil response leading to constricted pubs
- Slowed breathing
To learn more on how to spot these signs visit RAST online where there is a range of comprehensive educational materials to train your staff on responsible alcohol sales and service.
Alternatively, encourage your employees to take part in Drinkware’s awareness e-learning course. This aims to train bar staff by giving them a greater understanding of the vulnerability issues caused by consuming too much alcohol and what to do to support vulnerable people – click here for further information.
The Licensed Trade Charity also provides free e-learning that you and your team can access. The packages coverage verification and guest excellence – click here.
