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A3. Awareness of Alcohol Units, Calories & other information in the Off-trade
1 January, 2013
Submitted: 13 April, 2015
Please describe how you have promoted awareness of alcohol units, calorie content, NHS drinking guidelines and the associated health harms in the off-trade, over the last year (2000 characters limit):
We continue to promote responsible drinking to both our staff and customers.
Staff awareness: It is essential that the ethos of responsible retailing is understood and endorsed by all our employees. All staff members have Drinkaware calculators and they have access to the Drinkaware website via the Majestic Intranet. All new members of staff are given our retail management training discovery folder when they start which contains a section on enjoying alcohol responsibly and a units calculator. They are also sent alcohol awareness literature, including the Drinkaware calculator. All members of staff study the WSET level 3 which includes a section on social responsibility. This covers the minimum age to purchase alcohol, BAC limits and reasons for having them, recommended daily/weekly limits for men and women and why such recommendations are made.
Customer awareness: The Majestic website includes information on responsible drinking, unit information, our commitments and work with industry bodies, the Drinkaware logo and a link to the Drinkaware website. http://www.majestic.co.uk/About/Responsibility
All our emails to customers (we send 1 million emails per month) continue to include the Drinkaware logo and website.
All our printed promotional flyers continue to include the Drinkaware website/logo, the NHS drinking guidelines and unit information plus the pregnancy warning.
Our price lists and online product listings all include the ABV %. Customers can also search for wines online by ABV %, enabling them to find lower alcohol wines easily and quickly.
Majestic are members of Drinkaware and will continue to support campaigns where appropriate. We have annual meetings and are in regular contact with Drinkaware (contact is Matthew Bates).
As detailed in Pledge A1, most of our products now have the preferred label. This gives consumers immediate access to NHS drinking guidelines and unit information, and are alerted to the pregnancy warning.
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