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Setting the Responsible Drinking Agenda April 2008

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Setting the Responsible Drinking Agenda April 2008 Setting the responsible drinking agenda April 2008 4222 PORT01 Corp Bro_FINAL.indd 2 15/4/08 14:14:02 The nine Portman Group member companies manufacture over sixty per cent of the alcohol sold in the UK: The Portman Group is the social responsibility body for UK drinks producers Since its introduction in Our role is to: 1996, over 70 products UÊ VÕÀ>}iÊ>`ÊV >i}iÊÌ iÊ`ÕÃÌÀÞÊÌÊ«ÀÌiÊÌÃÊ have been removed from products responsibly sale for breaching the Code. UÊ iÃÌÀ>ÌiÊi>`iÀà «ÊÀi}>À`}ÊLiÃÌÊ«À>VÌViÊÊ>V ÊÃV>Ê The Code rules and the responsibility through the actions of member companies independent complaints UÊ -«i>ÊÊLi >vÊvÊiLiÀÃÊÊÌ iÃiÊÃÃÕiÃÊÌÊvÀÊ«ÕLVÊ process have consistently opinion and policy. raised standards / iÊ*ÀÌ>ÊÀÕ«½ÃÊ `iÊvÊ*À>VÌViÊÊÌ iÊ >}]Ê*>V>}}Ê of alcohol marketing. >`Ê*ÀÌÊvÊV VÊ ÀÃÊÃiÌÃÊÕ]Ê>`>ÌÀÞÊ >ÀiÌ}ÊÃÌ>`>À`ÃÊvÀÊ>Ê>V VÊ`ÀÃÊÃ`ÊÊÌ iÊ1°Ê-ViÊ ÌÃÊÌÀ`ÕVÌÊÊ£È]ÊÛiÀÊÇäÊ«À`ÕVÌÃÊ >ÛiÊLiiÊÀiÛi`ÊvÀÊ sale for breaching the Code. The Code rules and the independent complaints process have consistently raised standards of alcohol >ÀiÌ}°Ê/ iÊ `i]ÊvÀÊiÝ>«i]Ê«ÀiÛiÌÃÊ>ÞÊ>ÀiÌ}ÊÌÊ children and any association with social or sexual success. }ÊvÕÀÌ iÀÊÌ >ÊÌ iÊ `i]Ê*ÀÌ>ÊÀÕ«ÊiLiÀÊV«>iÃÊ have pioneered a number of ground-breaking initiatives to educate Ì iÊ«ÕLVÊ>LÕÌÊÀiëÃLiÊ`À}°Ê/ iÃiÊVÕ`iÊÕÌÊ>Li}]Ê the widespread promotion of responsible drinking messages and iÃÌ>Là }ÊÜÜÜ°`À>Ü>Ài°V°Õ]ÊÜ V ÊÃÊÜÊÌ iÊ>ÊÃÕÀViÊ of consumer information on sensible drinking. 4222 PORT01 Corp Bro_FINAL.indd 3 15/4/08 14:14:04 Message from the Chief Executive The vast majority of us enjoy drinking socially and I hope you will agree that the examples Companies are in a unique ÀiëÃLÞ°Ê ÕÌÊvÀÊÌÊ>ÞÊ«i«i]Ê ÜiÛiÀ]Ê highlighted in this brochure are inspirational. position to inform and excessive drinking is a way of life. Problems Our member companies have clearly put vÊ>V ÊÃÕÃiÊ>ÀiÊ`ii«ÞÊÀÌi`ÊÊÃViÌÞ]Ê social responsibility at the heart of their educate consumers «ÀiÛ>iÌÊÊVÕÌiÃ]Ê`>>}}Ê«i«i½ÃÊ business operations. through their marketing. i>Ì ]ÊÀi>Ìà «ÃÊ>`ÊV>ÀiiÀðÊ*ÀÌ>ÊÀÕ«Ê It is encouraging that their social responsibility The creation of iLiÀÊV«>iÃ]ÊÌ iÊ1½ÃÊ>À}iÃÌÊ`ÀÃÊ work appears to be contributing to improvements «À`ÕViÀÃ]Ê>ÀiÊÕÌi`ÊÊÌ iÀÊVÌiÌÊÌÊ www.drinkaware.co.uk, in the nation’s drinking. The latest Office for change this. unit labelling and the >Ì>Ê-Ì>ÌÃÌVÃÊiÛ`iViÊà ÜÃÊÌ >ÌÊÌ iÊ Fine words are not enough. By becoming a number of adult harmful drinkers continues to fall widespread promotion iLiÀÊvÊÌ iÊ*ÀÌ>ÊÀÕ«]ÊV«>iÃÊ>ÀiÊ >`Ê >ÃÊLiiÊv>}ÊÃÌi>`ÞÊÃViÊÓää£°Ê ÀÕV>Þ]Ê of responsible drinking making a public declaration of their willingness to iÛiÊ>}Ê£ÈÓ{ÊÞi>À`Ã]ÊviÜiÀÊvÊÌ iÊ>ÀiÊ messages are examples of Ã>VÀwViÊ«ÀwÌÊvÀÊÌ iÊÜ`iÀ]Ê«ÕLVÊ}`°Ê binge drinking now compared to 2003. their ground-breaking work. Our Code of Practice protects the public from That’s not to say that we are complacent. Far from irresponsible marketing that can cause harmful it. We are considering what more producers could behaviour such as under age or rapid drinking. >`Êà Õ`ÊLiÊ`}ÊÌÊVÀi>ÌiÊ>ÊLiÌÌiÀ]Ê i>Ì iÀÊ But our member companies go further than drinking culture. We would be pleased to discuss Ì iÊ `i½ÃÊÕÊÃÌ>`>À`Ã]Ê`iÃÌÀ>Ì}Ê ÞÕÀÊ`i>ÃÊÊÌ Ã°Ê/}iÌ iÀ]ÊÜiÊV>Êi}iiÀÊ leadership on social responsibility. further improvements in the nation’s drinking. Companies are in a unique position to inform and educate consumers through their marketing. 9ÕÀÃ]Ê / iÊVÀi>ÌÊvÊÜÜÜ°`À>Ü>Ài°V°Õ]ÊÕÌÊ labelling and the widespread promotion of responsible drinking messages are examples vÊÌ iÀÊ}ÀÕ`LÀi>}ÊÜÀ°Ê``Ì>Þ]Ê responsible drinking is promoted in unique and David Poley Û>ÌÛiÊV«>Þi`ÊÌ>ÌÛiÃ]ÊÃiÊvÊÜ V Ê *ÀÌ>ÊÀÕ«Ê ivÊ ÝiVÕÌÛi are featured in this report. We regularly measure and publish our members’ commitment to social responsibility. In our latest evaluation we were pleased to find that responsible drinking messages appeared on three billion drinks containers and on £150 million worth of advertising during 2007 alone. PORTMAN GROUPÊ-" Ê, -*" - /9Ê, *",/ÊÊ| 3 4222 PORT01 Corp Bro_FINAL.indd 4 15/4/08 14:14:13 Group actions What all Portman Group member companies are doing Funding for The Drinkaware Trust Unit labelling ÊÕiÊÓääÈ]ÊÌ iÊiÜÊV >ÀÌÞ]ÊÌ iÊ À>Ü>ÀiÊ/ÀÕÃÌ]ÊÌÊÛiÀÊÌ iÊÀiëÃLiÊ Companies unit label their packaging to inform consumers about the drinking educational work previously done by the Portman Group. The Trust’s alcoholic content of each drink. objective is to positively change the national drinking culture to help reduce alcohol Over 3 billion drinks containers were unit labelled during 2007. misuse and minimise alcohol-related harm. The Trust is a unique partnership run by an independent board of Trustees including representatives of the medical Examples shown: Bacardi Rum’s responsible labelling, Diageo’s Blossom Hill’s responsible labelling, «ÀviÃÃ]Ê>V ÊV >ÀÌiÃÊ>`Ê`ÕÃÌÀÞ° S&N’s Jacques Cider responsible labelling and Beverage Brand’s responsible WKD label. The Portman Group is providing £6.3 million in funding between 2007-2009 for the Trust’s education and campaigning work. ÊÌÃÊwÀÃÌÊÞi>À]ÊÌ iÊ/ÀÕÃÌÊ >ÃÊ i«i`ÊÛiÀÊÌ ÀiiÊ>`Ê>Ê >vÊÊ«i«iÊÌÊ>iÊ LiÌÌiÀ]ÊvÀi`Ê`À}ÊV Við Examples shown: The Drinkaware Trust’s website and educational materials. 4 | PORTMAN GROUP -" Ê, -*" - /9Ê, *",/ 4222 PORT01 Corp Bro_FINAL.indd 5 15/4/08 14:14:18 Promotion of www.drinkaware.co.uk Responsible drinking messages ÜÜÜ°`À>Ü>Ài°V°ÕÊi`ÕV>ÌiÃÊVÃÕiÀÃÊÊÀiëÃLiÊ`À}]ÊÀ>Ã}Ê Companies include messages about the importance of responsible drinking on awareness of alcohol units and provides help to parents who want to talk to their Ì iÀÊ>ÀiÌ}°Ê¼ ÞÊÀiëÃLÞ½ÊÀʼÜÊÞÕÀÊÌýÊ>««i>ÀÊiÝÌiÃÛiÞÊÊ children about alcohol. This website is promoted heavily by Portman Group member member companies’ advertising and drinks containers. companies on their advertising and drinks containers. This has contributed to a greater understanding of alcohol units. In 2004, www.drinkaware.co.uk appeared on 3 billion drinks containers and on £150 83 per cent of the population were aware of alcohol units rising to 86 per cent million worth of print, poster, cinema and television advertising during 2007. in 2006. This publicity has made it the main source of responsible drinking information for Examples shown: Carling’s unit indicator promotion, Carlsberg’s ‘Enjoy Responsibly’ initiative and VÃÕiÀÃ]Ê>ÌÌÀ>VÌ}Ê{°ÓÊÊ ÌÃÊ>`Ê£Óx]äääÊÛÃÌÀÃÊiÛiÀÞÊÌ ° Brown Forman’s Jack Daniel’s ‘Drink Responsibly’ campaign. Examples shown: Drinkaware’s poster campaign and website, and WKD’s television advertising promoting www.drinkaware.co.uk PORTMAN GROUPÊ-" Ê, -*" - /9Ê, *",/ÊÊ| 5 4222 PORT01 Corp Bro_FINAL.indd 6 15/4/08 14:14:24 Group actions What all Portman Group member companies are doing Website age verification pages Clauses in contracts Companies add age verification pages to their UK brand websites Companies have now incorporated a suitable clause into their contracts to to deter people under the legal drinking age from accessing the site. discourage suppliers from promoting their brands irresponsibly. No formal action has been taken yet to revoke a contract but a number of member companies have These urge entrants to submit their dates of birth and should under-18s averted problem promotions through proactive discussions with retailers. attempt to enter the site they are re-directed to an appropriate website for advice on the hazards of under age drinking. Examples shown: Carlsberg’s website, www.carlsberg.co.uk and Bacardi’s website, www.bacardi.com 6 | PORTMAN GROUP -" Ê, -*" - /9Ê, *",/ 4222 PORT01 Corp Bro_FINAL.indd 7 15/4/08 14:14:28 Workplace alcohol policies Portman Group Advisory Service Companies encourage their staff to promote responsible attitudes to alcohol. «>iÃÊ>VViÃÃÊv>ÃÌ]ÊvÀiiÊ>`ÊVw`iÌ>Ê>ÀiÌ}Ê>`ÛViÊvÀÊÌ iÊ Portman Group to help them abide by the Code of Practice. This allows marketeers Companies have developed workplace alcohol policies and they ensure that to discuss ideas with the Portman Group and to get confidential advice on whether new staff receive information and training on the importance of responsible a brand strategy may possibly be in breach of the Code. drinking and marketing. Employees recognise that they are ambassadors for the business and that they can influence people’s attitudes towards alcohol Member companies and their marketeers also receive regular training as positively through their own responsible behaviour and information sharing. the Code evolves. Examples shown: Beverage Brands’ employee alcohol policy, Diageo’s employee alcohol policy and Êv>VÌ]Ê>ÞÊV«>iÃÊ >ÛiÊÌ iÀÊÜÊ>ÀiÌ}Ê}Õ`iiÃÊÌÊ«ÀÌiÊLiÃÌÊ Bacardi Brown-Forman Brands’ Social Responsibility Z-card. practice. They have also developed internal approval processes to ensure that material is compliant with the relevant regulatory codes. PORTMAN GROUPÊ-" Ê, -*" - /9Ê, *",/ÊÊ| 7 4222 PORT01 Corp Bro_FINAL.indd 8 15/4/08 14:14:30 8 | PORTMAN GROUP -" Ê, -*" - /9Ê, *",/ 4222 PORT01 Corp Bro_FINAL.indd 9 15/4/08 14:14:39 PORTMAN GROUPÊ-" Ê, -*" - /9Ê, *",/ÊÊ| 9 4222 PORT01 Corp Bro_FINAL.indd 10 15/4/08 14:14:45 Unique company initiatives Dedicated responsible drinking advertising Diageo ‘The Choice Is Yours’ campaign “The message of the / iÊV>«>}Ê>Ài`ÊÊÌ iÊvÕÀÊÜiiÃÊLiÌÜiiÊÌ iÊÛiÀi̽ÃʼÜÊ9ÕÀÊÌÃ½Ê campaign is that everyone advertising and anti-drink-driving campaign. This ensured a sustained responsible drinking message reached consumers in the lead up to the festive season. has a choice on a night ÀÊÌ iÊwÀÃÌÊÌi]ÊÌ ÃÊÛ>ÌÛi]ÊÌi}À>Ìi`ÊV>«>}ÊVÕ`i`ÊLÀ>`V>ÃÌ]ÊÕÌ`ÀÊ out.
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