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Diageo launches DVD to tackle under-age drinking

Diageo GB is launching a DVD aimed at educating both on-trade and off-trade employees on the importance of identifying and refusing underage drinkers.

Available from the end of August, the DVD has initially been produced for Marston's Pubs and Tesco One Stop retailers with the aim to make it more widely available following its introduction.

The DVD takes the form of a 20 minute scripted film, with a bar worker and a shop worker discussing their encounters with underage drinkers attempting to buy alcohol from their respective outlets. The film offers advice and techniques on how to deal with what Diageo says can be an "awkward and sometimes intimidating experience". The film regularly cuts away to show how these techniques can be implemented in a live environment.

The DVD is accompanied by materials on the current law on the underage purchasing of alcohol, especially regarding the Licensing Act 2003.

Kate Blakeley, head of social responsibility at Diageo GB, said: There is already good work being done by the industry looking to tackle the issue of alcohol sales to the underage. We felt it was important to produce one tool to address the on and off-trade to overcome the barriers which many of these employees face in their working environments.

"Both the on and off-trade face the same challenges when it comes to asking customers for identification. Some staff, who may only be 18 themselves, can find it difficult to challenge someone on proof of age or in some instances, it's harder to challenge someone of the opposite sex.

"We hope that the introduction of this DVD will help to emotionally engage staff in the law, help them develop individual techniques they feel comfortable with as well as keep the message front of mind."

The DVD launch is the latest in a line of responsible drinking initiatives run by Diageo GB, including the 'The Choice is Yours' the TV advertising campaign and schools educational project CragRats.

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