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A4. Tackling Under-Age Alcohol Sales
1 January, 2013
Submitted: 12 May, 2015
Please describe your work to reduce and prevent under-age sales of alcohol, over the last year (2000 characters limit):
Our Tennent's field sales force continues to work with the Scottish Licensed Trade Association to deliver Challenge 25 materials across our direct delivered outlets in Scotland.
We are very careful to ensure that our marketing material does not appeal to underage drinkers and do not feature people who are or look under 25 years old.
We worked with bar concessionaires at T in the Park to ensure that challenge 25 was enforced across all bars at this 85,000 / day event – proof of age required at 2 stages of alcohol purchase process: at Drinks Token Booths and bars themselves.
A similarly rigorous checking process was applied at other events where our brand is being promoted and sold in concession bars. This includes Magners sessions events, football events at Celtic Park and Scottish rugby events.
Where are also now working with the Scottish government alcohol industry partnership in order to implement a proxy purchasing campaign with the aim of reducing the number of adults buying alcohol for underage drinkers.
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