Two initiatives encouraging products and places that support those who want to drink less or abstain have plans to develop further. As non-industry led projects, they raise interesting questions over the role and scope of influencing drinking environments.
Alcohol Concern recently concluded its first 'Zero Alcohol Awards' programme to recognise and reward the range of zero-alcohol drinks provided by retailers, bars and pubs across the country. Sponsored by Britvic, it also aimed to recognise innovators bringing new products to the market and creating new environments to enjoy them in.
Alcohol Concern say a growing number of people are choosing to be alcohol-free; 1 in 5 adults (1 in 3 in London) do not drink alcohol at all and the number of young people aged 16-25 choosing not to drink has increased by 40% over the last decade. As such the awards aimed to capitalise on the positive trend of consumers choosing a non or low alcohol lifestyle.
Thirty-eight companies, venues and enterprises were considered for 8 awards judged by a mix of stakeholders, including Dry January participants who were asked to nominate their favourites for the People’s Choice category awards. Winners included All Bar One, whose non-alcoholic drinks reportedly now outsell alcoholic drinks, and Morning Gloyville, a 'sober morning dance party'.
Alcohol Concern are planning to further develop the awards next year and are investigating a localised version of the awards for Local Authorities and community groups.
'Nudging pubs'
A report exploring how pubs can improve their offer to customers who want to drink less or no alcohol has been released by Club Soda, an organisation that supports individuals who want to change their drinking.
Developed in conjunction with a London local authority and Alcohol Concern, the report makes a number of recommendations relating to opportunities to improve the practice of pubs and bars for more temperate customers. It recommends promoting the business case for venues to improve their offer to their non-drinking customers, which it says will bring gains that build on lower consumption trends and increased demand for new soft drinks and lower and non-alcoholic beers.
Sharing ideas and promoting best practice, for example through a self-assessment process and award scheme for venues including the trade and drinks industry, is also recommended. The report also advises articulating a clear understanding of expectations from industry and local authorities, and demonstrating what ‘good’ looks like. It says 'rewarding success' will add a further incentive for venues, potentially at local and national level.
Clubs Soda also highlight the relevance of the project in capitalising on recent downward trends in consumption, with research indicating over five million adults in the UK who have tried to cut down, and still want to reduce their drinking.
More nudging needed?
Such initiatives may prompt local areas to consider whether they should be doing more to support or encourage environments that may 'nudge' people towards drinking less - or indeed improve the experience of those who do not wish to drink at all in licensed venues.
Sections of the industry may argue they are already busy in this regard - last year the BBPA highlighted a range of 'responsible' retailing practices being undertaken by the pub and brewing sector, although very limited evaluation supports many of the initiatives. Questions over the impact of the now ceased responsibility deal were also subject to debate, whilst a further focus on 'partnership' activity has been championed lately, and embraced by the Home Office's recent crime strategy.
Public health advocates or course highlight the importance of 'multi-component' approaches that include key action on price, availability and marketing. Whether the Licensing Act is fit for purpose will continue to be debated, but many would argue that beyond the scope of legislative changes, 'nudging' may have only a limited role to play. How much of this falls to statutory agencies, or retailers themselves may not be a straightforward issue. Shaping the drinking environment may be as important as it is complex.
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