Diageo launches DVD to combat under-age drinking

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 under-age drinkers attempting to buy alcohol from their respective outlets.

They offer advice and techniques on how best to deal with what can be an awkward and sometimes intimidating experience and 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 under-age 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 under-age. 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 from Diageo GB is the latest responsible drinking initiative running alongside other initiatives including the ‘The Choice is Yours’ the TV advertising campaign and schools educational project CragRats.