30 YEARS OF RESPONSIBILITY THE PORTMAN GROUP

30 Years of Responsibility | The Portman Group 1 Portman Group member companies

©The Portman Group Every effort has been made to trace and contact copyright holders of text and images. If notified, the Portman Group will be pleased to rectify any omissions at the earliest opportunity. 30 Years of Responsibility | The Portman Group 2 Contents

Foreword 4 Member view 5 Executive summary 6 Alcohol in Britain in 1989 9 Enter the Portman Group 10 Timeline 11 UK alcohol trends - 30 years on 12

Part 1 An effective regulator - The history of the Code 14 The Code of Practice on Naming, Packaging and Promotion of Alcoholic Drinks 17 Impact on the market 18 By the numbers - complaints and advice 21

Part 2 A leader in best practice 24 Educational campaigns 25 The establishment of the Drinkaware Trust 31 Research and thought leadership 32 Policy leadership - Commitments to Action 33 Policy leadership - The Public Health Responsibility Deal 35 Local Alcohol Partnerships 37 Afterword 39

30 Years of Responsibility | The Portman Group 3 Foreword

Marking the Portman Group’s 30th can be made more effective. Products anniversary this year, we can look remain on the market which are back with pride on some of our potentially harmful, particularly to the achievements, not least in removing young and those who are struggling from the market some irresponsible to use alcohol responsibly. There and harmful products and preventing is more to do to address and help the marketing of many others. We have prevent the harm which alcohol can worked together with our member cause to a minority of individuals and companies to act as a leader in best families. Enjoyed responsibly, alcohol practice and raise standards for the contributes very positively to life in the entire industry, pioneering the inclusion UK. It has been an important part of of unit labelling and responsible many of the most important days in my SIR MARTIN NAREY PORTMAN GROUP CHAIRMAN, drinking messaging on packaging. life: weddings, birthdays and sporting 2013-2019 The companies which fund us should events included. The important role be congratulated for stepping up that alcohol plays in UK life needs to and taking the initiative to support continue to be defended, but the harm our mission to encourage it can simultaneously cause needs responsible drinking. to be honestly acknowledged and addressed. That will be the challenge However, as I step down as Chair for the Portman Group in the next after six years in post, a fifth of The thirty years of its existence. Portman Group’s young life, and hand over to my successor, I am conscious that there is much more to do and I We’ve achieved a lot, not least in removing from am delighted that our members have the market some irresponsible and harmful products agreed to explore how self-regulation and preventing the marketing of many others.

30 Years of Responsibility | The Portman Group 4 Member view

Over the last thirty years the Portman Working together, we demonstrate Group has grown from strength to our collective, serious and long-term strength to become a global leader in commitment to tackling alcohol misuse effective self-regulation and a beacon and encouraging responsible drinking of best practice. amongst our consumers.

Many of the existing members We are proud of what we have have been there from the start. achieved together so far but know Others joined later, driven by a that there is more work to be done. desire to be part of an organisation Therefore, we call on others to stand dedicated to raising standards of with us, as we look to the next thirty social responsibility. years as a socially responsible industry. DAYALAN NAYAGER DIAGEO GB MANAGING DIRECTOR, 2018-, ON BEHALF OF ALL PORTMAN GROUP MEMBER COMPANIES

We are proud of what we have achieved together so far but know that there is more work to be done.

30 Years of Responsibility | The Portman Group 5 Executive summary

30 years of responsibility • Since 1989, the Portman Group, • It is a measure of the effectiveness • Thirty years ago, the UK had a has been a world-class example of of self-regulation that the industry very different relationship with effective self-regulation. We have at large has accepted and abided alcohol. We were just witnessing ensured the UK alcohol industry by the rulings of the Panel, the rise of the alcopop and the has been able to independently with over 150 irresponsible and widespread tabloid image of the raise its own standards of alcohol inappropriate products being ‘lager lout’, fuelling concerns of marketing and efficiently deal with either re-branded or removed widespread misuse and disorder products which fall below these from the market, in turn driving among British drinkers. standards. This has been carried industry changes and protecting out efficiently, in a timely manner consumers. • It was under these circumstances at no cost to the UK taxpayer. that the UK’s leading alcohol • Furthermore, our advice team producers saw the importance work together with producers of responding to the impact of An effective regulator with the aim of ensuring that alcohol in society and took it upon • Through our Codes of Practice, we their products do not end up themselves to form the Portman regulate the promotion, packaging before the Panel, fielding close Group with the explicit aim of and sponsorship of alcoholic to 7,000 requests for advice since promoting ‘the responsible use drinks sold or marketed in the UK. the establishment of the Code in of alcohol’. • An Independent Complaints Panel 1996, with 498 in 2018 alone. provides impartial rulings on potential breaches of the Codes. 62% of all formal complaints have been upheld.

30 Years of Responsibility | The Portman Group 6 Executive summary

A leader in best practice Having an impact Looking to the future • We have worked together with • We also pioneered a variety of • Official data shows that all this • While much has been achieved, our member companies to act consumer-focused educational concerted action is bearing fruit, we appreciate that further work is as a beacon of best practice campaigns to warn of the dangers with the UK population drinking needed to reach those drinking at and raising standards for the of alcohol misuse and promote less per head than thirty years the most harmful levels. entire industry. responsible drinking among the ago. As the UK moves towards • As the Portman Group looks to its • Our members were among the public - such as the renowned becoming a nation of responsible future as a responsible regulator first to include unit labelling and ‘I’ll be Des’ designated driver drinkers, consumers are drinking and leader in best practice, we will responsible drinking messaging campaign. The importance of this less often and, when they do continue to challenge ourselves on packaging, helping consumers work led to the establishment of choose to drink, drinking less, and the industry to ask if we’re to make an informed choice. the successful independent charity with 79% of UK adults not doing enough, individually and the Drinkaware Trust, with whom exceeding UK Government collectively, to minimise the risk • The Portman Group played a we continue to work closely. drinking guidelines. of harm from alcohol misuse and lead role in the development and support those who make the enactment of several key pledges • The Portman Group and our • Furthermore, alcohol-related informed choice to drink to in the Government’s Public Health member companies have also harms are in decline, including do responsibly. Responsibility Deal in 2011, worked closely with partners at binge drinking, underage • We call on more producers overdelivering on a promise to a local level to support practical drinking, alcohol-related crime to stand with our members remove 1 billion units of alcohol measures to reduce alcohol- and anti-social behaviour, and to demonstrate the industry’s from the market, with 1.9 billion related disorder, underage sales incidences of drink driving. serious commitment to effective units of alcohol removed by 2014 and provide assistance to the self-regulation. - 1.3 billion of these principally most vulnerable in towns and achieved through lowering the city centres across the UK. average strength of products and improving consumer choice of lower alcohol products.

30 Years of Responsibility | The Portman Group 7 Alcohol in Britain in 1989

Thirty years ago, the UK had a very The UK population drank more different relationship with alcohol. per head than compared to 2019, We were just witnessing the rise of led by young binge drinkers, and the alcopop and the widespread boozy work lunches were still tabloid image of the ‘lager lout’, commonplace. The harms of alcohol fuelling concerns of widespread misuse were widely felt, with drink misuse and disorder among driving accidents and fatalities much British drinkers. higher than today.

Underage drinking was also more prevalent, with 13% of 11-15 year olds drinking at least once a week and 20% saying it was acceptable to get drunk once a week.1

30 years ago 13% of 11–15 year olds were drinking at least once a week.

1 Source: NHS Digital

30 Years of Responsibility | The Portman Group 8 Enter the Portman Group

It was under these circumstances that We have consistently challenged the As we reach our thirty-year the UK’s leading alcohol producers industry to deliver higher standards anniversary in 2019, we look forward established the Portman Group in of best practice and continue to fulfil to continuing to be the world- 1989, with the explicit purpose of the essential self-regulatory role of leading responsible authority in promoting “the responsible use ensuring the responsible marketing demonstrating effective industry of alcohol”. and promotion of alcoholic products self-regulation and industry best to UK consumers under our Codes practice in the responsible promotion These visionary companies led the of Practice. of alcohol and wider responsible way and recognised that they have a drinking habits. responsibility to prevent the misuse We have constantly evolved to of alcohol and its associated harms. reflect the wider changes in society. Our Code of Practice on the Since then, the Portman Group have Naming, Packaging and Promotion undertaken to encourage responsible of Alcoholic Drinks is now in its drinking habits among consumers, Sixth Edition, updated to reflect while fostering a balanced changing views of what is offensive We have constantly understanding of alcohol-related and unacceptable to feature in evolved to reflect issues and promoting targeted marketing. While the Portman Group the wider changes Where does the name interventions to tackle the minority itself has become more focused on come from? of consumers who drink harmfully. industry best practice, following the in society. successful spin-out of our consumer- Our name was derived from facing educational arm - the Portman Square in London, Drinkaware Trust. where the early meetings to launch the organisation were held in the London offices of Guinness. 1 Source: NHS Digital

30 Years of Responsibility | The Portman Group 9 Timeline

Portman Group member companies Portman Group First edition Second edition sign up to Fourth edition signs up to the of the Code The Portman of the Code ‘Commitments of the Code Public Health of Practice on Group is of Practice to Action’ of Practice Responsibility Sponsorship

1989 established 2000 launched 2003 agreement 2006 launched 2011 Deal 2014 launched

First edition of Third edition The Portman The Drinkaware 2013 2019 the Code of Practice of the Code Group establishes Trust becomes Fifth edition Sixth edition on the Naming, of Practice www.drinkaware.co.uk an independent of the Code of the Code Packaging and launched to provide consumer charity of Practice of Practice

1996 Merchandising of 2002 2004 advice on responsible 2007 2013 launched 2019 launched Alcoholic Drinks is drinking launched

1989-2006 Portman Group ran high-profile educational campaigns to raise public awareness of sensible drinking advice and the dangers of alcohol, such as binge drinking and drink driving

30 Years of Responsibility | The Portman Group 10 UK alcohol trends - 30 years on

Since the establishment of the Furthermore, alcohol-related UK ANNUAL ALCOHOL CONSUMPTION HAS FALLEN 15% SINCE 2004 Portman Group 30 years ago, UK harms are in decline including 12 drinking patterns have varied, but binge drinking, underage drinking, overall the UK is becoming a nation alcohol-related crime and anti-social 11 of responsible drinkers. behaviour, and incidences of drink driving. This can be seen in part due to the 10 hard work of the Portman Group and However, we as an industry recognise our industry partners in promoting that challenges remain to reach the responsible drinking and tackling remaining minority of those who 9 alcohol misuse and risky behaviour. drink at the most harmful rates. itres of pure alohol per apita of pure itres 8 Government data shows that the UK 2004 2006 2008 2010 2012 2014 2016 population is drinking less often and, Source: WHO when they do choose to drink, are drinking less, with the vast majority WE DRINK LESS ALCOHOL THAN WE DID 30 YEARS AGO of UK adults not exceeding UK 12.0 Government drinking guidelines. 11.5 11.0 10.5 10.0 9.5 9.0 8.5

itres of pure alohol per apita of pure itres 8.0

1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 Source: WHO 30 Years of Responsibility | The Portman Group 11 UK alcohol trends - 30 years on

OVER THE LAST 20 YEARS, THE PROPORTION OF PEOPLE WHO THERE HAS BEEN AN OVERALL DECLINE IN UNDERAGE DRINKING DRANK ON FIVE OR MORE DAYS IN THE UK HAS FALLEN BY 46% IN ENGLAND, WITH SIMILAR DECLINES SEEN ACROSS THE UK

80 70 25 60 20 50

15 40

30 10 20 5 10 0 0 16 24 25 44 45 64 65 A 16

1988 1990 1992 1994 1996 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2016 2018 t least one a ee oesnt rin 1998 2004 2010 2017 Source: ONS Source: NHS Digital. Data from after 2014 is not comparable with previous oure ll years of ata publily aailable from the years due to a change in the wording of the question pupils were asked

SINCE 2005, BINGE DRINKING HAS FALLEN 11% ACROSS THE SINCE 1987, THE NUMBER OF FATAL DRINK DRIVING UK, LED BY A SIGNIFICANT FALL AMONG MALE DRINKERS ACCIDENTS AND DEATHS BY 68% RESPECTIVELY 1000 25 umber of eaths 20 800 15 atal aients

600 10

5 400 0 M W A 16 200

2005 2009 2013 2017 Source: ONS 1987 1992 1997 2002 2007 2012 2017 Binge defined as over 8(m)/6(f) units in one sitting. Pre-2005 data not comparable due to change in methodology oure Source: UK Department of Transport ine efine as oer mf units in one sittin 30 Years of Responsibility | The Portman Group 12 Pre00 ata not omparable ue to hane in methooloy Part One: An effective regulator The history of the Code

First edition It is the responsibility of all investigation against any In 1996, in response to fierce companies connected with product or promotion. A key criticism of the marketing of the drinks industry in the feature of the Panel is its ‘alcopops’ and concerns that UK (whether as producers, independence from Portman these products appealed importers, wholesalers or Group staff, as well as its wide to under-18s, the Portman retailers) to comply with breadth of experience from Group launched its first Code the Code. outside the alcohol industry, of Practice on the Naming, including public health Packaging and Merchandising While the controversy over and licensing. of Alcoholic Drinks. alcopops faded with the 1990s, the Code continues to be Effective sanctions for breaches The aim of the Code was, updated to reflect changes were also introduced with the and still is, to ensure that all in UK society and the alcohol issuing of Retail Alert Bulletins, alcoholic drinks marketed market and is used by the giving details of products in the UK are promoted in a industry to promote its found to be in breach of the socially responsible manner drinks responsibly. Code and urging retailers not and only to those over 18. to sell rogue drinks until they The Code is designed to sit In 1997, the Code was had been altered to comply alongside other advertising updated to provide more with the Code. Companies codes, such as those independence and sharper were also invited to declare developed and applied by ‘teeth’ by establishing an their commitment to uphold the Advertising Standards Independent Complaints Panel decisions by becoming Authority, the Committees Panel to decide on breaches Code signatories. As of 2019, of Advertising Practice and of the Code, with any member there are over 130 signatories Broadcast Committee of of the public able to make to the Code. Advertising Practice. a complaint and trigger an

30 Years of Responsibility | The Portman Group 13 Part One: An effective regulator The history of the Code

Second edition not just advertising and The Code was updated in 2000 packaging. The third edition and introduced a new rule to also introduced a new fast- prevent producers claiming track procedure under which that an alcoholic product has a product can be referred therapeutic qualities which can back to the Panel if it has been enhance mental or physical inadequately amended after performance, in response to being found in breach of misleading claims made by the Code. some producers of ‘energy’ or ‘stimulation’ drinks. Fourth edition In 2006, the fourth edition of Third edition the Code introduced a new In 2002, the word rule that products should not, “merchandising” was removed in either a direct or indirect from the Code’s name to be way, urge consumers to drink replaced by “promotion”, rapidly or ‘down’ a product to reflect the Code’s wider in one go. reach over the range of promotional activities including sponsorship, sampling, websites, and press releases. This ensures that alcohol producers embrace the concept of responsibility in all their promotional activities,

30 Years of Responsibility | The Portman Group 14 Part One: An effective regulator The history of the Code

Fifth edition Naming and Packaging but In 2013, the fifth edition of the also goes further to ensure Code updated its longstanding that sponsorships don’t have a ban on references to sexual particular appeal to children. success to include any direct or indirect associations with Sixth edition sexual activity, as well as the Finally, the latest edition of significant use of people the Code, published in 2019, who are (or look) under 25 in introduced a new rule that a promotional materials. The drink’s name, packaging or fifth edition also introduced promotional material or activity changes to enable producers should not cause serious or to promote low and lower widespread offence. The rule Code of Practice on the alcohol drinks in support of sets out that producers need Naming, Packaging and Promotion of Alcoholic Drinks their government-backed to be careful when referencing Fifth Edition pledge to introduce a race, religion, gender, sexual wider choice of lower orientation, disability and age, alcohol products. reflecting that responsible Code of Practice on the Naming, Packaging and marketing needs to evolve in 1 Promotion of Alcoholic Drinks Sponsorship Code line with changing standards Sixth Edition In 2014, the Portman Group in society. launched the Code of Practice on Alcohol Sponsorship, which mirrors the rules contained 1 in the Code of Practice on

30 Years of Responsibility | The Portman Group 15 The Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks

The Code says that a drink, its packaging and any promotional material or activity should:

Clearly communicate the alcoholic Not give undue emphasis to Not suggest any association with Not link to illicit drugs nature of the drink a higher alcoholic strength or bravado or violent, dangerous, anti- intoxicating effect social or illegal behaviour

Not link to sexual activity or Not suggest that consumption can Not encourage illegal, irresponsible or Not urge the consumer to drink sexual success lead to social success or popularity immoderate consumption, such as drink- rapidly or ‘down’ a product in one driving, binge-drinking or drunkeness

Not have a particular Not incorporate images of people who Not suggest that a product has Not cause serious appeal to under-18s are, or look as if they are, under 25 years therapeutic qualities, can enhance or widespread offence of age, either featured prominently or mental or physical capabilities, or drinking alcohol change mood or behaviour

30 Years of Responsibility | The Portman Group 16 Impact on the market

Over the past 23 years, the Code It is a measure of responsibility a fair and impartial fashion to all Government’s Guidance on the has been widely credited with raising that the industry at large has kept the complaints it has received and Licensing Act 2013 has commended standards of marketing responsibility the Code in mind when designing rulings to products found in breach the Portman Group’s Code as ‘an across the industry, with more than marketing to ensure their products have been handed down to Portman important weapon in protecting 150 irresponsible or inappropriate do not end up before the Panel, and Group members and non-members children from harm’ and has called products either re-branded or to accept and abide by the ruling of alike. When producers have refused on licensing authorities to consider removed from shelves after failing to the Panel. to comply, the Portman Group has imposing ‘conditions on licensees meet the Code’s standards. been unafraid to issue Retail Alert that require the licence holder to The Code has been applied by the Bulletins to urge retailers to remove comply with the Portman Group’s Independent Complaints Panel in products from the market. The UK Retailer Alert Bulletins’.

Notable examples of rulings under different aspects of the Code include:

Particular appeal to Emphasising strength: Therapeutic qualities: Sexual activity: under-18s: The Panel ruled that The Panel ruled that the Belgian beer ‘Rubbel Amongst the first Asda’s own-brand gin ‘CollaGin’ contravened Sexy Lager’ was judged products found in breach ‘Premium Strong the Code over suggestions to contravene the of the Code was ‘Hooch’, Cider’ placed undue that the product had Code for associations the icon of the alcopop emphasis on the therapeutic qualities, due with sexual activity for era, where packaging product’s alcohol to the phrases ‘The Elixir marketing a product featuring a cartoon lemon strength due to of Youth’, ‘beauty drink’, allowing consumers to character was judged to the word ‘strong’ ‘rejuvenating’, ‘anti-aging scratch off the swimsuit have a particular appeal appearing in large botanicals’ and ‘Skin of a woman. As a to under-18’s. As a bold letters on the & Tonic’ appearing on the result of the decision, result, Hooch’s producer front of the packaging. label. After a Retail Alert the importer agreed Bass Brewers agreed After the ruling Asda Bulletin, the company to stop importing the to remove the cartoon agreed to change the agreed to change product into the UK. character from labelling. the labelling. its packaging.

30 Years of Responsibility | The Portman Group 17 Impact on the market

Association with violence: Legal success in upholding ‘Red Army Vodka’ was judged to contravene the Code for associations with the Panel’s decision violence for marketing packaging and glasses shaped like an AK-47 In 2012, the Panel ruled that assault rifle as well as a grenade and bullets. After failing to comply with the Laverstoke Park Farm Ale and decision to withdraw or change the packaging, the Portman Group issued Lager featured drawings which had a Retail Alert Bulletin calling on retailers to remove the product and forced particular appeal to young children it off the UK market. and issued a Retailer Alert Bulletin advising retailers not to stock the product. The producer sought to launch a judicial review, which was rejected by the High Court, who noted the ´impeccable´ reasoning of the Panel. All legal action against the Independent Complaints Panel and the Portman Group was subsequently withdrawn and product labels changed.

30 Years of Responsibility | The Portman Group 18 Impact on the market

“The Independent Complaints Panel brings an impartial perspective on complaints brought to the Portman Group under the Codes on Alcohol Marketing and Sponsorship. We are able to consider complaints under any Code rule, which has enabled us to take numerous harmful products off the shelves over the last 23 years.

Our decisions have informed the work of the Portman JENNY WATSON Group’s Advisory Service and helped to shape wider INDEPENDENT COMPLAINTS PANEL CHAIR standards in the industry, ensuring that other products 2013 – don’t make the same mistakes.”

30 Years of Responsibility | The Portman Group 19 By the numbers - complaints and advice

Since the launch of the Code in 1996, in conjunction with the Panel acts particular appeal to under-18s, possible appeal to under-18’s or there have been 303 complaints filed as a fair and effective tool for self- whether the product’s packaging whether it promotes immoderate with the Portman Group regarding regulation to either alter or remove clearly communicates the alcoholic consumption. However, the panel is possible breaches to the Code. irresponsible and inappropriate nature of the product, and whether serious about enforcing all aspects products from the market in order the packaging promotes ‘immoderate’ of the Code and a large number of Of those taken forward for to protect consumers or ‘irresponsible consumption’. cases upheld also concern whether consideration by the Independent a product promotes anti-social Complaints Panel, 62% have been The majority of complaints concern Similarly, the majority of complaints behaviour or alludes to sexual upheld. This shows that the Code whether a product could have a upheld are regarding a product’s activity/success.

COMPLAINTS RECEIVED BY THE PORTMAN GROUP 62% OF ALL COMPLAINTS SINCE THE LAUNCH OF THE CODE OF PRACTICE 62% OFHAVE ALL BEEN COMPLAINTS UPHELD 50 HAVE BEEN UPHELD

40 N U

U 30 T NOT UPHELD 20 UPHELD

10

0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

30 Years of Responsibility | The Portman Group 20 By the numbers - complaints and advice

ComplaintsCOMPLAINTS received RECEIVED since 1996 SINCE divided 1996 COMPLAINTS UPHELD SINCE 1996 DIVIDEDby relevant BY RELEVANT Code rule CODE RULE ComplaintsDIVIDED BY upheld RELEVANT since CODE 1996 RULEdivided by relevant Code rule Merchandising / Placement *Ceased 2004 Therapeutic Properties *Intro. 2000 Merchandising / Placement *Ceased 2004 Therapeutic Properties *Intro. 2000 Images of Under-25s *Intro. 2000 Alcoholic Nature Alcoholic Nature Images of Under-25s *Intro. 2000

Particular Appeal to Under-18s Particular Appeal to Strength / Strength / Under-18s Intoxicating Effect Intoxicating Effect

Anti-social Behaviour (bravado etc) Anti-social Behaviour (bravado etc)

Illicit Drugs *Intro. 1998 Illicit Drugs *Intro. 1998 Rapid Consumption *Intro. 2006 Sexual Activity / Rapid Consumption Sexual Activity / Success *Intro. 2006 Success

Immoderate / Irresponsible Social Success Immoderate / Irresponsible Social Success Consumption *Intro. 2003 Consumption *Intro. 2003

30 Years of Responsibility | The Portman Group 21 By the numbers - complaints and advice

The Portman Group Advisory Service As awareness of the Code has 2018 alone. Furthermore, all advice designing a product’s packaging team works in partnership with the increased, so has demand for requests have been answered within and promotional materials. industry to advise companies on the responsible marketing guidance from 48 hours. design of their products before they the Portman Group. Since the launch launch with the aim of ensuring that of the Code in 1996, requests for The team has also trained 2,734 products do not breach the Code advice to the Portman Group Advice people for free over the past five and end up before the Independent Service have grown 2,666%, with years, so that industry professionals Complaints Panel. the team fielding 498 requests in have the Code in mind when

REQUESTS FOR ADVICE HAVE INCREASED 2666% IN THE PAST FIVE YEARS, ALL ADVICE REQUESTS 800 SINCE THE LAUNCH OF THE CODE IN 1996 HAVE BEEN ANSWERED WITHIN TWO DAYS

700

600

500

400

300 ner hours 200

100 ner hours

0 ame ay 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018

30 Years of Responsibility | The Portman Group 22 Part Two: A leader in best practice

For the past thirty years as the Portman Group, we and our member “Our participation in a wide range of prevention companies have led the way in raising projects has been welcomed by everyone who best practice standards for the entire recognises that the drinks industry has a role in UK alcohol industry. tackling alcohol misuse. Indeed, it has won over many people who were sceptical. Most of our work For a large part of our history we in research, education, and practical measures that were also responsible for a variety of target particular problems such as drinking and innovative educational campaigns driving is done in partnership with government targeted at all sections of the UK departments and non-government organisations.” population to promote responsible JOHN RAE drinking and warn of the dangers THE PORTMAN GROUP’S FIRST CHIEF EXECUTIVE, 1989-1996 of alcohol misuse. This work has continued through the successful spinout of the Drinkaware Trust.

By promoting the concept of “During my time as Chief Executive, I saw responsibility to both producers and first hand how the success of the Portman consumers over the decades, we have Group’s Code of Practice, alongside high-profile played our part in helping the UK consumer campaigns and substantial investment population adopt more responsible in alcohol education, achieved a shift in the drinking habits and lessen the harms perception of the drinks industry from public of alcohol misuse. enemy to partner in combatting misuse.”

BARONESS JEAN COUSSINS PORTMAN GROUP CHIEF EXECUTIVE, 1996-2006

30 Years of Responsibility | The Portman Group 23 Educational campaigns

From its establishment in 1989, the For a large part of our history we Portman Group acted as a national were also responsible for a variety of leader in promoting campaigns innovative educational campaigns educating the wider UK public about targeted at all sections of the UK the harms of irresponsible drinking, population to promote responsible as part of its founding mission to drinking and warn of the dangers promote public understanding of of alcohol misuse. This work has alcohol misuse. continued through the successful spinout of the Drinkaware Trust. These initiatives creatively engaged with consumers on all aspects of By promoting the concept of harm, from educating youngsters responsibility to both producers about the dangers of abusing alcohol and consumers over the decades, to the Portman Group’s award- we have played our part in helping winning campaigns to tackle the the UK population adopt more scourge of drink-driving. responsible drinking habits and lessen the harms of alcohol misuse. The Portman Group led these campaigns for nearly 20 years, until 2006, when it passed on these responsibilities to the newly- established Drinkaware as an independent consumer-facing charity focused on reducing alcohol harm.

30 Years of Responsibility | The Portman Group 24 Educational campaigns

Drink Driving the Football Association to advertise Throughout the 1990s the Portman around pitches, to issuing 50,000 Group was best known by the UK key-fobs to learners passing their public for running its anti drink- driving test in partnership with the driving campaigns. Driving Standards Agency.

An early campaign, advertised on In recognition for its outstanding public transport and in pubs and efforts to reduce danger on the bars, advised drinkers to ‘Avoid roads, the Portman Group was the Mourning After’ and ‘Take the privileged to receive two awards Soft Option’, warning of the deadly from the Prince Michael Road consequences of drink-driving. Safety Awards.

Later campaigns launched in co- operation with the UK Government focused on encouraging drinkers to have a designated non-drinking driver – I’ll be Des - to ensure everyone arrived home safely.

The Portman Group worked with a wide-range of partners to ensure Former Portman Group Chief Executive Jean that its message reached all parts of Coussins with HRH Prince Michael of Kent the UK public, from partnering with

30 Years of Responsibility | The Portman Group 25 Educational campaigns

Reducing alcohol-related violence The Portman Group also joined The Portman Group worked with the forces with oral and maxillo-facial police, medical professionals and surgeons for ‘Save Your Face Week’ retailers to provide advice and and produced the educational training materials for schools, video ‘In Your Face’ to highlight pubs, clubs and off-licenses to the damage caused to the faces of help manage and prevent alcohol- victims of ‘glassings’ and other glass related violence. related injuries.

Video materials such as ‘Seeing Off Trouble’ provided advice to off-licence staff from off-licencees and licensing police to help prevent conflict and violence.

Reports such as ‘Keeping the Peace’ provided examples of good practice in preventing alcohol related disorders, such as the promotion of ID cards, alcohol ban by-laws in designated public places, doorstaff training and the use of early-warning pagers and toughened safety glass.

30 Years of Responsibility | The Portman Group 26 Educational campaigns

Anti-binge drinking Throughout the 1990s and 2000s The Portman Group has always the Group ran a number of worked hard to help consumers campaigns in pubs, clubs and understand their drinking in cinemas across the UK urging order to foster responsible consumers to ‘Don’t Do Drunk’, drinking habits. warning of the dangers of binge drinking and emphasising the benefits of responsible enjoyment.

30 Years of Responsibility | The Portman Group 27 Educational campaigns

Unit awareness Tackling underage sales The Portman Group was among From 1992 until 2007, the Portman the first organisations to empower Group operated the UK’s first national drinkers to keep track of their daily ‘Prove It!’ Proof-of-Age card scheme units through the provision of unit for over 18s. calculators using real brands, serving sizes and alcoholic strengths – putting During its existence, the scheme the Government’s drinking guidance helped half a million young people into a realistic and practical format. prove their age and was a valuable tool for shop and bar staff in tackling In 1998, the Health Ministers of the underage sales. UK, Wales and Scotland helped launch the ‘2f3m4’ campaign - The Group also worked closely shorthand for describing the previous with retailers and others to issue guidelines of 2-3 daily units for advice on how to effectively prevent women and 3-4 daily units for men – underage sales. by projecting the campaign logo onto Tower Bridge, and Edinburgh and Cardiff Castles. The UK Government at the time described the campaign as an “excellent example of co-operation between the Government and private sector”.

Former Portman Group Chief Executive Jean Coussins with then-Public Health Minister Tessa Jowell MP 30 Years of Responsibility | The Portman Group 28 Educational campaigns

Educating children Further campaigns reached out to on alcohol harms teenagers directly, with the ‘Respect The Portman Group also produced Alcohol, Respect Yourself’ campaign a number of materials for schools distributing one million postcards and parents to educate under-18s through teenage magazines detailing on the dangers of alcohol misuse the effects of alcohol misuse, as well and help them develop a healthy as a further two million postcards understanding and respect distributed through schools. for alcohol.

These included resource materials and textbooks for primary schools co-funded by the Department for Education, such as ‘We’ve seen people drinking’, and leaflets for parents via GP waiting rooms providing advice on how to discuss the topic of alcohol with children.

30 Years of Responsibility | The Portman Group 29 The establishment of the Drinkaware Trust

In 2002, the Portman Group Trust charity - The Drinkaware Trust - was set up to manage our with the mission to improve public educational campaigns. awareness and understanding of responsible drinking. In 2004, we launched the website www.drinkaware.co.uk to give the This allowed the Portman Group to public comprehensive advice on concentrate on raising the standards responsible drinking and allow practised by the alcohol producers in consumers to compare their areas such as responsible marketing own drinking patterns to the UK and social responsibility. Government drinking guidelines. Since its official launch in 2007, Following the success of the Drinkaware has gone from strength Drinkaware website and its wide to strength as a major source of promotion by the industry on consumer information on alcohol. In packaging, it was decided to 2018 there were 10.5 million unique rebrand the Trust as Drinkaware. visitors to the Drinkaware website, engaging with advice on responsible In 2006, the Portman Group reached drinking and alcohol misuse. Then-Portman Group a new significant milestone in its Chairman Chris Searle commitment to responsibility with Every member of the Portman signing the Memorandum of Understanding to establish the signing of an historic agreement Group funds Drinkaware and we an independent Drinkaware, with the UK Government and health encourage all producers to signpost along with then-Public industry stakeholders to transfer its consumers to Drinkaware for more Health Minister Caroline consumer-facing campaigning detailed information on units and Flint MP and Home Office Minister Vernon Coaker MP. activities into an independent health information.

30 Years of Responsibility | The Portman Group 30 Research and thought leadership

The Portman Group has endeavoured to the general public through its to provide thought-leadership and the ‘Quarterly Review of Alcohol research on the latest issues effecting Research’, which was published the UK alcohol industry as well as between 1993 and 2007. challenging the industry and wider society to promote new thinking on In 2019, we continue to strive to responsible drinking. promote thought leadership on the latest topics, including promoting a We have previously worked with diverse and safe night-time economy, the Universities of Edinburgh and understanding and promoting low Strathclyde to explore effective and no alcohol beverages, and measures to tackle the impact of understanding the complex needs of alcohol misuse on women, young those drinkers with the most harmful people, and parents. consumption rates.

Encouraging a We have partnered with the thriving and diverse Department of Employment and night-time economy Department for Transport to publish research into alcohol in the workplace and drink driving to develop better policies to reach problem drinkers.

The Portman Group also ensured OK S that the latest scientific research on BO S MU IC alcohol was communicated clearly

1 30 Years of Responsibility | The Portman Group 31 Policy leadership - Commitments to Action

The Portman Group and its members contracts with suppliers to Website age verification pages have strived to act as leaders in prevent the irresponsible best practice on responsible alcohol promotion of their brands. promotion, raising the standards for • Developed workplace alcohol the rest of the industry to follow. policies and also ensured that all new staff receive information on As part of this commitment to responsible drinking. agenda-setting responsibility, • Placed responsible drinking the Portman Group launched its messaging on packaging and ‘Commitments to Action’ (CAA) in advertising. agreement back in 2003, which • Dedicated social exceeded the minimum requirements responsibility advertising. set under the Portman Group’s Code • Used sponsored events/ of Practice. person to promote responsibility messaging. These commitments included a number of ‘industry firsts’ including These commitments by the Portman ensuring all member companies: Group and its members spurred the industry to introduce its Social • Placed unit labelling on their drinks. Responsibility Standards in 2005, • Placed Drinkaware.co.uk on brand which brought together various packaging and in advertising, statutory and self-regulatory codes linking from UK brand websites. of practice and led to industry • Added age verification pages engagement with the Government to their UK brand websites. to develop the Public Health • Incorporated a suitable clause into Responsibility Deal.

30 Years of Responsibility | The Portman Group 32 Policy leadership - Commitments to Action

Ensuring the placement of unit labelling and responsible drinking messaging on packaging

Employee alcohol policy

Placing Drinkaware and responsible drinking messaging on advertising

Company workplace alcohol policies

30 Years of Responsibility | The Portman Group 33 Policy leadership - The Public Health Responsibility Deal

1.9BN UNITS REMOVED FROM THE UK 52.5 MARKET BETWEEN 2011 AND 2013 The Portman Group played a units of alcohol removed by 2014; lead role in the development and with 1.3 billion of these principally 52.0 enactment of several key pledges achieved through lowering the 51.5 in the Government’s Public Health average strength of products and

Responsibility Deal launched in improving consumer choice of 51.0 March 2011. lower alcohol products. • The development of a new 50.5 Our then-Chief Executive Portman Group Code on 50.0 Henry Ashworth co-chaired the Sponsorship to ensure the Responsibility Deal Alcohol Network promotion of responsible drinking. 49.5 and was responsible for ensuring • Further efforts to tackle that all 130 alcohol partners met the 49.0 irresponsible drinking, with a 2011 2012 2013 challenges set by the UK Government B F S pledge to not produce or sell any under the Deal. carbonated product with more Source: Department of Health and Social Care than four units of alcohol in a Key successes included: single-serve can. • Ensuring that over 80% of Improving consumer choice of lower-strength alternatives • Overall, it was Portman Group products on UK shelves had labels member companies who have with clear unit content, NHS pioneered best practice and social guidelines and a warning about responsibility and who continue drinking when pregnant. to lead in this area to drive up • Overdelivering on a promise to standards among the rest of remove 1 billion units of alcohol the industry. annually from the market by December 2015, with 1.9 billion

30 Years of Responsibility | The Portman Group 34 Policy leadership - The Public Health Responsibility Deal

“The Portman Group was a key actor in making a success of the Responsibility Deal, which saw INCREASED THE NUMBER OF ALCOHOL LABELS CARRYING PREGNANCY WARNINGS TO 90.7% the industry agree and achieve a reduction in the alcohol content of 100 products sold by over 1 billion units by 2015. As a result of the success of 0 80 the Deal, there has been increased growth in the low and no alcohol 60 sector, as well as further industry efforts to promote responsible 40 drinking, aiding the overall fall in 0 alcohol consumption. Furthermore, 20 this has been without prejudice to any other action taken or considered 0 by Government or industry.” 2008 2009 2014 Source: Campden BRI RT HON LORD ANDREW LANSLEY, FORMER HEALTH SECRETARY, 2010-2012

30 Years of Responsibility | The Portman Group 35 Local Alcohol Partnerships

A key part of the Portman Group’s effort to tackle alcohol misuse at a and government. We worked with leadership on responsibility has been local level and ensure a safe, vibrant local stakeholders to co-ordinate the promotion of local partnerships and prosperous night time economy and champion the adoption of between a number of industry- in town centres across the UK. schemes proven to reduce alcohol funded schemes and local councils, related disorder and underage sales police, healthcare providers, licensing The Portman Group sought to share and provide assistance to the most authorities and the third sector in an best practice among local schemes vulnerable.

These schemes include:

Community Alcohol Partnerships

Community Alcohol Partnerships Business Improvement Districts Purple Flag The Proof of Age Standards Scheme (PASS) Aim to deliver a co-ordinated, localised response A defined area within which a majority of Operated by the Association of Town and City PASS is the UK’s national proof of age within local communities to the problems of businesses vote to pay an additional levy in order Management working alongside the Purple accreditation scheme, delivering a common underage drinking and associated anti-social to fund projects to tackle underage sales and Flag Advisory Committee, is an accreditation standard for proof of age cards through its behaviour through co-operation between alcohol alcohol-related crime and anti-social behaviour programme which aims to raise the standard and easily recognised logo, which is backed by a retailers/licensees and local stakeholders. Each within that area. broaden the appeal of town centres between robust audit and accreditation process. CAP is tailored to suit local needs and, depending 5pm and 6am. on the nature and extent of the problem, different methods of best practice will be adopted.

30 Years of Responsibility | The Portman Group 36 Local Alcohol Partnerships

Best Bar None Pubwatch An accreditation scheme with National Awards A national network of licensees, supported by supported by the Home Office and the drinks the Police, to help achieve a safe, secure and industry aimed at promoting responsible responsibly led social drinking environment in management and operation of alcohol all licensed premises throughout the UK. licensed premises.

“Police and Crime Commissioners recognise that partnership working, and the ability to share good practice and learning, is essential if we are to improve outcomes around problem drinking. Initiatives such as Purple Flag, Best Bar None and the Proof of Age Standards Scheme (PASS), to name a few, are some excellent examples of partners working together to reduce alcohol harm”.

Hardyal Dhindsa, the National Lead on Alcohol and Substance Misuse for the Association of Police and Crime Commissioners

Street Pastors Volunteers from the local church community who give up their time to help people out for the evening.

30 Years of Responsibility | The Portman Group 37 Afterword - Looking to a bright future

The 1990s stereotypical tabloid We have made great progress as I believe in a vibrant and diverse image of the British drinker as the an industry in tackling harm and alcohol industry, yet also an industry drunken reveller drinking to excess misuse over the last 30 years, but we which takes its commitment to is now a thing of the past, with acknowledge that there is still more responsible drinking seriously recorded alcohol consumption falling to do. There remains in the UK a through solid, tangible actions in to its lowest level in 30 years and minority of people who drink far too step with a diverse range of partners harmful drinking patterns such as much. Some of those people lead in Government, local authorities and binge drinking significantly falling complex and unstable lives where the health community. across the UK. The results are evident alcohol will exacerbate a range of on our streets and our night-time other challenges. economy has, with a few notable exceptions, become safer, cleaner, As the Portman Group looks to its JOHN TIMOTHY PORTMAN GROUP more inclusive and more enjoyable. future as a responsible and effective As the Portman Group looks CHIEF EXECUTIVE regulator, we need to be prepared This positive momentum has not to evolve to remain relevant as an to its future as a responsible occurred by accident. Consumers organisation for the next 30 years, and effective regulator, we have more information than ever as the population’s relationship with need to be prepared to evolve about their drinking choices and alcohol continues to change. to remain relevant as an the impact of drinking too much on their health and wellbeing. By and We also need to challenge ourselves organisation for the next large, young people in the UK drink to ask if we’re doing enough, 30 years. responsibly and at modest levels, individually and collectively, to eschewing the behaviour and minimise the risk of harm from choices of the generations that alcohol misuse, and support those went before them. who make the informed choice to drink to do responsibly.

30 Years of Responsibility | The Portman Group 38 Timeline of Chief Executives

1989–1996 JOHN RAE 2006–2011 DAVID POLEY 2016– JOHN TIMOTHY 1996–2006 2011–2016

BARONESS JEAN COUSSINS HENRY ASHWORTH

Also with warmest thanks to all the Portman Group’s previous chairmen: Sir Martin Narey, Seymour Fortescue, Richard Evans, Chris Searle, Peter Kendall, Don Goulding, Henry Fairweather, Miles Templeman, Martin Frost, Tony Portno and Sir Anthony Greener.

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