Untitled - Scotch Whisky Association

Contents
Contents
Introduction
2
Alcohol and Health ______________________________ 3
The Sensible Drinking Message - SDM _______________ 4
Industry Initiatives that support the SDM ___________ 5
Advertising, Marketing and Promotions ____________ 10
Working within the Industry _____________________ 12
Taking Personal Responsibility ____________________ 13
Discouraging Underage Drinking __________________ 14
Commitment to Partnership _____________________ 16
Useful Contacts ________________________________ 20
Contents - 1
Introduction
Introduction
Scotch Whisky producers encourage responsible consumption. Scotch Whisky brands have
been matured to be appreciated and enjoyed. The first issue of ‘Matured to be Enjoyed
Responsibly’ was published in Autumn 2004. This revised edition highlights the ever expanding
range of Scotch Whisky industry initiatives to promote more responsible attitudes to alcohol.
Scotch Whisky is a craft product made by longstanding traditional processes that have
come to underpin the drink’s quality reputation. By law it must be matured in oak casks
for a minimum of three years, and in many cases is matured for much longer. As a drink
created only after many years of quiet maturation, Scotch Whisky is a drink to be sipped and
savoured; to be enjoyed responsibly. Distillers want to maximise consumer enjoyment of
their brands, and to minimise harm from irresponsible drinking.
Alcoholic drinks have been part of civilisation for thousands of years. In the case of Scotch
Whisky the first record of distilling is over 500 years ago. Enjoyed as intended, drinking
alcohol can be compatible with a healthy lifestyle for most adults, may confer certain health
benefits for some, and can add to social interaction. Misused, by excessive or inappropriate
consumption, alcohol can damage health and do harm to individuals and their families.
‘Promoting Responsible Attitudes to Alcohol’ was the
SWA’s focus at the 2006 UK political party conferences.
Caroline Flint MP, Minister of State
for Public Health visits the SWA stand
at the Labour Party Conference,
Manchester, September 2006
Andrew Lansley MP, Shadow Secretary of State
for Health, trying his hand at the Alcohol and
You Quiz, at the Conservative Party Conference,
Bournemouth, October 2006
2 - Introduction
Alcohol and Health
Alcohol and Health - A Complex Picture
Alcohol has an acknowledged place in our society and, as in other countries and cultures,
continues to play an important and useful economic role.
In the UK, for example, more than 90% of the adult population drink and the majority do
so over the course of their adult life. If consumed responsibly, the drinking of alcohol is
recognised as being fully compatible with a balanced and healthy lifestyle. It acts as a social
lubricant, encouraging social interaction and relaxation.
Research has shown moderate consumption may confer health benefits, particularly for men
over 40 and postmenopausal women. These benefits include protection from cardiovascular
heart disease and protection against certain forms of stroke.
However, the converse is also true. Misuse of alcohol on a regular basis can have serious
implications for health, such as foetal alcohol problems from sustained drinking during
pregnancy, increased risk of liver disease, heart problems and alcoholism. Also, there can be
a range of social consequences of misuse. Even occasional drunkenness can lead to increases
in risky behaviour, which can result in accidents, injury, violence or unsafe sex, or result in
problems with money or work.
Alcohol affects each individual differently, and those who drink should do so moderately and
responsibly. Those disposed to drinking too much, including drinking large amounts at one
time, should moderate their consumption or abstain altogether and some people should not
drink at all.
Alcohol is Alcohol
The benefits of responsible consumption and the dangers of misuse, and the
response of regulators to them, are consistent on one point – the product with
which we are concerned is alcohol. There is no difference between spirits,
wine and beer in this respect. Each may offer benefits arising from moderate
responsible consumption and each can be damaging when misused.
For example, the New England Journal of Medicine reported in January 20031
that following a 12 year follow-up study, men consuming alcohol moderately
on a regular basis had a decreased risk of coronary heart disease compared
with those drinking less than once a week. There appeared to be no difference
between drinks categories.
Footnotes
1 NEJM (9 Jan 2003): Roles of Drinking Pattern and Type of Alcohol Consumed in Coronary Heart Disease in Men.
Alcohol and Health - 3
Sensible Drinking Message
Sensible Drinking Message (SDM)
In the UK the Government has established sensible drinking guidelines as a way of providing
consumers with guidance on responsible drinking levels that should not negatively impact
upon health. There are three main elements to the sensible drinking advice:
•
Benchmarks for sensible drinking;
•
Reducing episodes of excessive drinking and intoxication; and
•
Specific messages addressed to particular groups of the population or people
drinking in particular settings.
For those who choose to drink, the guidelines are 3-4 units of alcohol a day or less for men
and 2-3 units a day or less for women. It is also recommended that, after an episode of heavy
drinking, alcohol should be avoided for 48 hours in order to give the body an opportunity to
recover. Of course not having a drink on a particular day does not mean that the units can
be ‘saved’ allowing more to be consumed on another day. Such harmful drinking should
be avoided due to the increased health risks it can bring. ‘Binge drinking’ is defined as
drinking more than double the recommended daily guidelines in a single occasion. The UK
Government also says that women who are pregnant (or trying to become pregnant) and
choose to drink, should not drink more than 1-2 units once or twice a week.
The UK SDM recognises current scientific and medical evidence that indicates it is preferable
to drink small amounts of alcohol regularly rather than consume the same amount over just
one or two days.
Drinks are expressed as units of alcohol consumed. A unit being 8 grams or 1cl (10 ml) of pure
alcohol irrespective of the type of alcoholic beverage (beer, wine or spirit) you drink and its
strength. Knowing the number of units in the drink is important in drinking moderately. It
can be calculated by multiplying the volume of the drink in millilitres (ml) by the alcoholic
strength by volume (abv) and dividing the result by 1000, for example:
•
A can of beer (440ml) with an alcoholic strength of 4% vol. contains 1.8
units;
•
A standard 75cl (750ml) bottle of wine with an alcoholic strength of 12% vol.
contains 9 units;
•
A standard 70cl (700ml) bottle of spirits, with an alcoholic strength of
40% vol. contains 28 units.
Of course, there are some situations such as before or while driving or when operating
machinery or for health or religious reasons when it is inappropriate to drink at all, and
women who choose to drink while pregnant or trying to become pregnant should consult their
doctor.
4 - Sensible Drinking Message
Industry Initiatives that support the SDM
Industry Initiatives that support the SDM
The Scotch Whisky Association (SWA) and its members fully support the UK
Sensible Drinking Message (SDM) and the efforts undertaken by Government
Scotch Whisky
to encourage responsible drinking. Set out below are a number of ways the
- matured to be enjoyed
responsibly
The Scotch Whisky Association fully supports
Association and its member companies support the SDM and raise awareness of
and endorses the Government's daily
guidelines for responsible drinking:
responsible consumption.
Men:
To help raise awareness of the importance of the SDM, the Association regularly
places articles and other material on responsible drinking in publications, such
as the 2006 edition of ‘The New NHS Guide to Healthy Living’ (see right). This
publication, which provides guidance on a range of health issues, is available in all
3 - 4 units of alcohol or less
Women: 2 - 3 units of alcohol or less
A day without drinking does not mean excess on another.
If you are pregnant (or trying to become pregnant) and choose to
drink, you should not drink more than 1 - 2 units once or twice a week.
Responsibility: Know what you are drinking
GP surgeries and medical centres throughout the UK and online.
Q: The standard UK measures of alcoholic drinks pictured
below contains how many units?
=
Pint of beer
@3.5% abv
Unit labelling
=
=
Medium glass of
wine (175ml)
@11% abv
2 x 25ml Scotch
Whisky
@40% abv
2 x 25ml Scotch
Whisky mixed with a
soft drink
A: They all contain the same amount ie two UK units of alcohol
For more information go to www.drinkaware.co.uk
The SWA strongly encourages the provision of unit labelling and
responsibility messages as part of industry’s commitment to
encourage responsible consumption. The majority of Scotch Whisky
brands in the UK carry the unit symbol on their labels (see left).
20 Atholl Crescent, Edinburgh EH3 8HF
0131 222 9200
scotch-whisky.org.uk
This symbol was introduced to support the
Government’s drive to increase unit awareness and heighten
understanding of the SDM. The symbol indicates the number
of units in a bottle of Scotch Whisky, thus giving consumers
information from which to judge their consumption in line
with the sensible drinking guidelines.
In addition, an increasing number of Scotch Whisky
companies also include a responsibility message on
their labels, along the lines of ‘Please enjoy our whisky
responsibly’.
Scotch Whisky brands increasingly provide unit information and a responsibility message on labels
Industry Initiatives that support the SDM - 5
The Drinkaware website developed by The Portman Group and launched in November 2004
provides consumers with information on responsible drinking, and a chance to see how their
own drinking patterns and levels compare with the Government’s guidelines on responsible
drinking. A key feature of the site is a unique unit calculator, using real brands, serving sizes
and alcoholic strengths, which allows consumers to see accurately how many units they are
drinking and allowing them to put this information into the context of the SDM. The site also
offers specific information for people at different life stages, ages or situations. There are
sections on the effects of alcohol, information for people in different walks of life, hints, tips
and links to other sites. There are also specific sections for pregnant women, young people,
parents, older people, drivers and people playing sport. Moving forward, the development and
management of the website will be the responsibility of the Drinkaware Trust (see page 18).
The Association and its members support the
website, and carry its address on a range of
materials including labels, advertising, brand
websites and other consumer materials.
The Drinkaware website is being publicised in a range
of ways by distillers, as the tasting mat (left) and advert
(below) demonstrate
6 - Industry Initiatives that support the SDM
Further examples of how distillers are promoting to consumers
the Drinkaware website in advertising and on labels
Industry Initiatives that support the SDM - 7
Companies are playing their part in other ways too. Diageo launched a campaign in
conjunction with the National Union of Student Services Ltd across 53 universities throughout
the UK. The campaign known as ‘What’s in It?’ delivered both unit guidance and responsible
drinking tips in a visual and creative way. The materials used, which included beer mats,
unit stickers for glasses, washroom mirror stickers, bottle collars and bar staff T-shirts, were
placed in student union bars and clubs as well as other areas around
universities. They carried unit information on beer, wine and
spirits, plus safe drinking tips such as: have a bite to eat on
a night out or in, it will help slow alcohol absorption; have
soft drink ‘spacers’ to pace your evening; drink water
to stay refreshed; think about how you are going to get
home, before you go out.
Fife Constabularly employ an Alcohol Liaison
Officer (ALO), whose role working within the remit of Fife
Alcohol Strategy is to aim to reduce a number of alcohol
related problems through education and awareness. Diageo
are sponsoring a vehicle for use by the Alcohol Liaison Officer for a
period of 3 years.
Michelle McNally, ALO Fife, receiving the vehicle from John
Paterson, Site Director, Diageo Leven.
Posters at the Highland Park distillery remind
visitors of the size of measure and amount of
alcohol in their free dram
8 - Industry Initiatives that support the SDM
At the Dewar’s World of Whisky visitor centre every one of the 40,000 entry tickets issued
annually features a clear message to consumers to drink responsibly, and at Glenfiddich, as at
other distilleries, drivers are offered a non-alcoholic drink in place of the traditional post-visit
whisky, with the driver receiving a miniature to enjoy later.
Diageo are working with police and others involved in Community Safety Partnerships in a
number of regions across Scotland. In Fife support is being given to the ‘Safe Drive Stay Alive’
initiative. This road show comprises short presentations from senior personnel of the Police,
Ambulance, Fire & Rescue, NHS, the bereaved parent of a road traffic collision victim and
someone seriously injured in a collision, supported by audiovisual displays and videos. The
event is aimed at fifth year pupils. The ‘Safe Drive Stay Alive’ road shows are also taking
place in Grampian region. Also, in Moray, to support the Community Safety Unit activity on
underage drinking and road safety – drink driving, Diageo are funding two vehicles to act as
Mobile Police Offices for a three year period.
Over the 2006/7 festive period, Diageo promoted, in collaboration with Central Police and
Central FM, a Winter and Festive Road Safety campaign. The focus of the campaign was on
being safe over the festive season and covered all aspects of road and community safety,
including responsible drinking messages. The campaign was run in shopping centres, retail
parks, hotels and public houses. There were also daily features on Central FM, especially
around prime drive time hours highlighting top tips for a safer party season.
Industry Initiatives that support the SDM - 9
Advertising, Marketing and Promotions
Advertising, Marketing and Promotions
The Scotch Whisky industry takes very seriously its commitment to market its products to
consumers in a responsible way.
Scotch Whisky companies devote considerable resources to attracting consumers to choose
their brands. But distillers are not looking for consumers at any cost. They wish people to
enjoy and appreciate their product, and that includes moderately and responsibly.
Scotch Whisky companies support and adhere to the advertising and marketing codes
applicable in the markets where their brands are sold, including in the UK those of the
Advertising Standards Authority, OFCOM and The Portman Group.
In 2005, the SWA went further publishing a far reaching Code of Practice which sets out
binding minimum standards for its members on the marketing and promotion of Scotch
Whisky.
Many member companies who do not have their own internal Code of Practice have adopted
the SWA Code as their company standard. While the provisions of the Code are mandatory in
the UK, given Scotch Whisky’s international reach, members are also encouraged to apply it in
overseas markets where no local code exists or where the national code’s provisions are not
as demanding as those set by the Association.
The principles of the Code cover all commercial activities and
communications in relation to Scotch Whisky, such as, but not
exclusively:
•
Brand advertising and promotional material
•
Product labelling and packaging
•
Point of sale material
•
Websites
•
Tastings
•
Sponsorship and press releases
The provisions of the Code in spirit and in letter also cover advertising
activity including internet and text messages advertising and product
placement. Areas covered by the Code are:
10 - Advertising, Marketing and Promotions
•
Responsible consumption
•
Discouraging underage drinking
•
Alcohol content
•
Drinking & driving
•
Sexual and social success
•
Alcohol and health.
A key part of the Code is the comprehensive complaints procedure backed by a range of
sanctions.
Complaints are initially investigated by the Executive staff of the Association, prior to review
by the Complaints Committee of the Council of the Association. If the complaint is upheld the
company concerned may appeal to the Independent Complaints Panel. Where a complaint is
upheld, the Complaints Committee/Independent Complaints Panel may:
•
Require swift remedial action to be taken to end the conduct which has
been found to be in breach of the Code;
•
Impose a fine not exceeding £10,000;
•
Name and shame by issuing a press notice setting out its decision;
•
Advise retailers, local authorities, including local licensing authorities, and
other regulators of its determination.
Failure of a company to take action to remedy conduct found to be in breach of the Code
could result in expulsion from the Association.
In the second half of 2006, the SWA initiated an audit to assess members’ implementation and
compliance with the Code. This involves an on-site, face-to-face meeting with the marketing
personnel from each member company. Each company is issued with an audit report setting
out the audit findings and recommendations for future action. Once the audit cycle has been
completed a consolidated report will be published thereby allowing best practice to be shared
across the industry.
The SWA’s work in this field has already been recognised as best practice, with the Code of
Practice a finalist in the Social Initiative of the Year category, at the 2006 Confederation of
British Industry (CBI) Trade Association awards.
Several companies have developed their own codes of practice governing marketing and
promotions that require the promotion of their brands, either by in-house staff or through the
companies to which they sell, to be undertaken in a responsible manner.
“We are proud of the unique part that alcohol plays in the social lives and celebrations
of many cultures. Yet we also recognise that alcoholic beverages may be consumed
irresponsibly, creating problems for the individual and for society as a whole. Diageo
therefore has a responsibility to ensure that its brands are advertised and marketed
responsibly.” Extract from Diageo’s marketing code
Monitoring company activity to ensure that it is in line with such policies is not restricted
solely to company personnel. Diageo has, for example, exposed its internal code of
marketing practice to external scrutiny to ensure it is consistently meeting high standards.
Pernod Ricard operates a pre-publication internal review procedure, which is mandatory for
its 15 strategic brands. Chivas Brothers, which is responsible for producing and marketing
Pernod Ricard’s Scotch Whisky brands, applies this procedure to all of its advertising
campaigns. All campaigns must be submitted to the Review Committee prior to release. The
Committee is available to give advice at any step of the development of a campaign. The
primary role of the Committee is to ensure compliance with Pernod Ricard’s self-regulatory
code. The Review Committee will issue one of three decisions: Green (approved), Amber
(approved subject to modification) and Red (rejected, will require re-submission).
Advertising, Marketing and Promotions - 11
Working within the Industry
Working within the Industry
Taking a responsible approach is not just about encouraging consumers to
enjoy Scotch Whisky in an appropriate way. It is also about ensuring
that the message is understood and put into practice by staff.
Distillers reinforce this message either through training courses
which reinforce the responsible drinking message to staff in a
formal classroom environment such as the Dewar’s Whisky
Masterclass, or the trade-oriented Scotch Whisky Experience
‘Certificate of Expertise in the sale and service of whisky’,
or during social occasions such as the promotion of
sensible drinking in on-site bars within Diageo, backed by
relevant point of sale material (see left).
The Scotch Whisky tourism initiative known as ‘Scotland
Whisky’ - covering over 70 hotels across Scotland - also
includes a social responsibility element, spreading best
practice across the hospitality sector. Scotch Whisky
companies have also developed workplace alcohol policies
that offer support to colleagues who feel they need help
and guidance in dealing with alcohol, rather than treating it
as a case for discipline and dismissal.
Responsible drinking is a key
component of the Scotch Whisky
tourism initiative certificate course
12 - Working within the Industry
Taking Personal Responsibility
Taking Personal Responsibility
Industry action and commitment is only one tool towards encouraging responsible
consumption. Increased government action has a role too, in promoting the Sensible Drinking
Message to the public and in training front line staff such as health professionals, licensing
authorities and police forces.
The greatest input towards appropriate consumption must, however, come from the
individual. We live in a society where there is a broad understanding of social norms which
guides the action of individuals and their acceptance of responsibility for their own actions
and the avoidance of harm to others. These norms are challenged by those who regard it
as acceptable to drink to excess or unlawfully and to indulge in anti-social behaviour. Such
behaviour suggests societal issues more complex than simply drinking a few drinks too many
or in inappropriate circumstances. Indeed, to simply blame alcohol misses the target,
perhaps because to find the true cause and solution is seen as too difficult and complex.
The importance of individuals taking responsibility for their own consumption and behaviour is
fundamental, particularly when people of the same age in the UK and in other countries can
enjoy a night out without indulging in such anti-social behaviour.
Responsible drinking advertising is one effective way of reminding the consumer about
issues of individual responsibility and choice in relation to alcohol consumption. Diageo ran
a responsible drinking TV campaign with the adverts ‘Many Me’ and ‘Mirror’. The campaign
aimed to highlight the negative impact of irresponsible drinking on the individual and the
way others perceived that individual. The advertisements are set in different drinking
environments. The ‘Many Me’ advertisement is aimed at young males and takes place in a bar
setting, whereas, the ‘Mirror’ advert focuses on females and is a house party setting. Both
illustrate how excessive drinking is socially unacceptable and can ruin a good night out. The
campaign is based on the insight that drinking too much makes you lose your ‘social currency’
by spoiling the good time that you and friends are having.
Still from Diageo ‘Many Me’ TV advert
Still from Diageo ‘Mirror’ TV advert
Taking Personal Responsibility - 13
Discouraging Underage Drinking
Discouraging Underage Drinking
To help assist younger people make appropriate decisions, and to build upon education in
schools, the SWA and its members look to develop initiatives reinforcing the importance of
responsible consumption by young adults over the legal purchasing age.
Diageo has co-funded a range of alcohol education materials for teachers, in partnership with
the Teachers Advisory Council on Alcohol and Drug Education. Diageo has also sponsored the
CragRats ReAct alcohol education theatre production entitled ‘Wasted’. The programme,
which highlights the dangers of alcohol misuse and raises awareness of the issue of underage
drinking, is aimed at 11-13 year olds and has toured secondary schools across England,
Scotland and Wales.
The CragRats in action
In Fife, Diageo are also principle sponsors of Boozebusters whose aim is to reduce underage
drinking among 13-14 year olds and promote sensible drinking habits. This is done through a
drama in conjunction with the local Fife College drama department, followed by workshops
hosted by Health, Police and other partner agencies.
Discouraging underage drinking includes ensuring those under legal purchasing age do not
buy alcohol. At Glenfiddich, for example, the distillery gift shop asks for proof of age before
selling alcohol to anyone who appears underage, and group leaders are dissuaded from buying
alcohol on behalf of under age party members. At Gordon & MacPhail’s retail shop staff have
undergone server training and operate a ‘No ID, No Sale’ Challenge 21 approach ensuring they
do nor sell to under 18s by asking people who look 21 or under to provide some form of ID
e.g. passport, photographic driving licence. SWA members believe there should be strict and
consistent enforcement of existing bans that prevent alcohol sales to those who are underage
and/or intoxicated.
Mentor UK, a charity working to prevent misuse of illegal and legal drugs, launched a national
award scheme, sponsored by Diageo, to recognise those working to prevent alcohol misuse in
children. The project also involves providing technical support for a further year to winning
entries. Mentor UK are also producing a handbook to share best practice from the award
winning projects.
14 - Discouraging Underage Drinking
Discouraging underage drinking is an issue which SWA members are tackling in other markets.
For example in China, Chivas Brothers has begun running a dual message of ‘don’t drink and
drive’ and ‘don’t drink underage’ on all its advertising (see below).
Discouraging Underage Drinking - 15
Commitment to Partnership
Commitment to Partnership
The SWA works with a range of organisations both government and non-governmental at
Scottish, UK, European and international level to promote responsible alcohol consumption.
In Scotland, the Association has entered into a partnership with the Scottish Executive and
a number of drinks companies and other organisations to tackle the health and social harm
associated with excessive alcohol consumption. This is the first formal partnership of its
kind between the Executive and the drinks industry. It aims to be a long term collaborative
approach to foster a culture which recognises responsible, moderate consumption of alcohol
can be part of a healthy society. Key initial aims of the Partnership are to develop a Code
of Conduct on the Responsible Promotion of Alcohol, develop a common set of responsibility
messages and to work together to develop and implement exemplar alcohol polices in the
workplace. The Partnership recognises the importance of strict enforcement of licensing
legislation.
The Association is a member of Alcohol Focus Scotland (AFS), the national charity for alcohol
issues. Several Scotch Whisky companies provide financial support to Alcohol Focus
Scotland and in particular its server training programme, ServeWise. Jack Law, Chief
Executive, AFS spoke at the Association’s 2006 AGM where he outlined his vision for a
partnership approach to tackling alcohol misuse in Scotland.
At UK level, the Association, as well as being a member of Alcohol Concern, also
provided resources and support to help establish the UK’s industry-funded social aspects
organisation The Portman Group (TPG). TPG’s role has been to encourage responsible
consumption, and does so through high profile campaigns, such as promoting a designated
Jack Law, AFS, and Douglas Meikle, the
Association’s Alcohol Policy Manager, at the
SWA AGM 2006.
driver programme; Streetwise, a secondary school education resource; an anti-drunkenness
campaign involving cinema ads and poster campaigns plus adverts in music festival
programmes and a joint campaign with the British Chiropractors’ Association highlighting the
fact people are more likely to injure themselves after excessive alcohol consumption.
A significant development in partnership working at UK level to tackle alcohol misuse and
promote responsible drinking, which will see a change in the role of TPG, is the creation of
The Drinkaware Trust.
16 - Commitment to Partnership
Some examples of the materials used
to promote responsible drinking
Commitment to Partnership - 17
The Drinkaware Trust is a ground breaking partnership between
Government, industry and non-industry stakeholders to promote
responsible attitudes to alcohol. A Memorandum of Understanding
was signed by the Department of Health, the Home Office, a
representative of each of the devolved administrations (Scotland,
Wales and Northern Ireland), plus The Portman Group in June
2006 to establish the new Trust. The agreement will see the
transformation of The Portman Group’s existing education and
campaigning arm into a new self-governing, independent Trust.
The SWA welcomes and fully supports this important development.
The Trust will be governed by 13 Trustees comprising a Chairman,
5 industry trustees, 5 trustees from an alcohol-related non-industry
background, and 2 lay trustees who have no current professional
interest in alcohol, but will have experience of fundraising or
consumer campaigning.
The Drinkaware Trust’s aim will be to improve public awareness and
understanding about responsible drinking and positively change the
nation’s drinking behaviour. It will take over responsibility for the
Drinkaware website. The Trust is intended to add value to
existing activity by industry, Government and others
in the pursuit of reducing alcohol-related harm.
The alcohol industry, including Scotch Whisky
companies, has agreed a £12million funding
target for the charity over the next three
years. The new Trust will be fully operational
in early 2007.
The Trust launched a new drink drive campaign in November 2006
featuring the strapline “Drink or Drive - you decide.”
The Portman Group will continue to encourage responsible marketing by industry, principally
through its Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. The
SWA and many of its members are signatories to The Portman Group’s Code. The Association
actively participates in TPG work through various liaison groups.
The SWA worked with others in the retail on and off trade to establish a comprehensive
code to help the Government, licensing authorities, police and other regulatory authorities
to develop common standards and best practice for producers and retailers. ‘The Social
Responsibility Standards for the Production and Sale of Alcoholic Drinks in the UK; otherwise
known as the ‘Standards Document’, was launched in November 2005. This document for the
first time sets out the legal and self-regulation rules and guidance that apply across the entire
supply chain. The 16 association signatories to the document submitted an action plan to
Government setting out the work they would undertake to advance their members’ adoption
of the Standards within their own area of responsibility. This work was welcomed by the UK
Government.
18 - Commitment to Partnership
At the European level, the Association contributed to the development of The European
Spirits Organisation (CEPS) Charter on Responsible Alcohol Consumption. CEPS is the European
representative body for producers of spirit drinks, and comprises 38 national associations
representing the industry in 29 countries, as well as a group of leading spirits producing
companies.
The Charter has been signed and adopted by all CEPS members; it covers the following points:
•
Responsible drinking messages
•
Codes of conduct on marketing of spirit drinks
•
Product development
•
Underage drinking
•
Drinking and Driving
•
Education.
CEPS is committed to review annually and report publicly on the progress of
implementing the Charter. The first report was published in November 2006.
On the international stage the Association has also been active. The SWA was
instrumental in drawing up the World Spirits Alliance 5 basic principles of
social responsibility which were adopted in July 2005. Through this agreement
international spirits industry members express their commitment to social
CHARTER ON
RESPONSIBLE
ALCOHOL
CONSUMPTION
responsibility initiatives and programmes.
More recently, the Association was asked to speak at an international workshop
on self-regulation and marketing practices by the beverage alcohol industry held
in Japan and co-sponsored by the International Center for Alcohol Policies (ICAP).
The Association’s presentation focused on its Code of Practice and the learnings to
date from introducing and implementing the Code in a global spirits category. At a
separate conference in South Africa in October 2006 the SWA was asked to present
to an international audience on the subject of industry/public partnerships.
Avenue de Tervueren 192, bte 3
B-1150 Bruxelles
Tel: +32 2 779 24 23 Fax: +32 2 772 98 20
Website: www.europeanspirits.org
E-mail: [email protected]
Industry members are also active in supporting a range of social aspects
organisations across the world. They include the European Forum for Responsible Drinking
(EFRD) and The Century Council in the USA.
Commitment to Partnership - 19
Useful Contacts
Useful Contacts
The Scotch Whisky Association
20 Atholl Crescent, Edinburgh EH3 8HF
t: 0131 222 9200 w: scotch-whisky.org.uk
The Drinkaware Trust
7-10 Chandos Street, Cavendish Square, London W1G 9DQ
t: 020 7307 7450 w: drinkawaretrust.org.uk
The Portman Group
7-10 Chandos Street, Cavendish Square, London W1G 9DQ
t: 020 7907 3700 w: portmangroup.org.uk
European Forum for Responsible Drinking (EFRD)
Place Stéphanie, 6 – bte 4, B1050 Brussels, Belgium
t: (32) 2 505 60 72 w: efrd.org
The Century Council
1310 G Street, NW, Washington DC, USA
t: (1) 202 637 0077 w: centurycouncil.org
20 - Useful Contacts