Pub code tackles binge drinking

The NI drinks industry claims to be ahead of the rest of the UK

Happy hours are about to get a bit more serious following the introduction of a new code of practice for the pub and club trade in Northern Ireland.

Measures taken by the NI Drinks Industry Group aim to encourage people to drink alcohol more responsibly.

Its joint industry code of sales and marketing sets out recommendations for advertising and drinks promotions.

However, the Health Promotion Agency warned voluntary codes of practice were only as good as the sanctions within.

Agency head Dr Brian Gaffney added: "There aren't very many sanctions included within this code."

Despite this, he said the code of practice was a welcome step towards addressing the problem of binge drinking.

DRINKS INDUSTRY CODE "Our trade promotions will encourage responsible consumption "We will take all reasonable steps to ensure brands are not offered to people below the legal age "We will not sponsor promotions involving drinking games that have speed incentives, or that require excessive quantities of alcohol to be consumed within a short time period "Promotional activities related to shots demand particular care to ensure that excessive consumption is not encouraged"

"We are pleased to see at last the drinks industry is taking seriously the impact that alcohol is having on society," he said.

"Responsible pubs and clubs know that people who come in and binge drink can cause a lot of hassle.

"We have seen recently in Belfast the effect alcohol can have on communities such as in the Holy Land.

Dr Gaffney said the "pattern of alcohol use and misuse has changed so much" in the province.

"We really need to take action to try and counter some of the ill effects, not just of binge drinking but all alcohol drinking," he added.

The Northern Ireland Drinks Industry Group said this code of practice put the province ahead of the rest of the UK, where industry-wide codes had not yet been agreed.

The way we look at it is that if we keep the bar sensible, more and more people will find it easier to come in for a quiet drink Terry Mallon Bar manager

The manager of a busy bar in Belfast city centre said that the behaviour of customers who had far too much alcohol reflected badly on pubs.

Terry Mallon, manager of Morrisons, said staff at his bar were careful to check whether drinkers had too much alcohol to handle before serving them.

"We check people out when they come up to order drinks: we check are they slurring words, are they stumbling or are their eyes rolling," he said.

"We are not embarrassed to tell them that we believe they have had too much to drink and it might be best if they ordered a taxi to take them home.

Atmosphere

"It keeps it easier for us to deal with, and it's better for the customer as well, so they don't get into trouble."

Drinks promotions are popular ways for pubs and clubs to increase sales, which after all is their business, but Mr Mallon said it was just as important to keep a good atmosphere in the bar.

"At the end of the day, we still have targets to meet, which means getting people to come in and spend money on alcohol," he said.

"The way we look at it is that if we keep the bar sensible, more and more people will find it easier to come in for a quiet drink," said Mr Mallon.

Established in 1993, the Northern Ireland Drinks Industry Group is comprised of Bass Ireland, C&C, Diageo NI Ltd and Dillon Bass Ltd.