SCOTTISH PUBS LAUNCH NEW CHALLENGE 25 CAMPAIGN
The Scottish Beer and Pub Association (SBPA) has launched (on 1st September 2011) a new Challenge 25 initiative for on-sales licensed premises, including pubs and clubs.
At a photo call in the Maclay Inns' operated DRAM! bar in the West End of Glasgow, the Chief Executive of the Scottish Beer and Pub Association (SBPA), Patrick Browne, Councillor Stephen Dornan, Convener of the City of Glasgow Licensing Board, and Mairi Millar, Clerk to the City of Glasgow Licensing Board, promoted the move towards the use of Challenge 25 in licensed premises in Glasgow and across Scotland.
Challenge 25 becomes a mandatory condition for all of Scotland’s 15,000 licensed premises by law on 1st October 2011 under the terms of the Alcohol Etc. (Scotland) Act 2010. It will mean that all licensed premises should have in place an age verification policy, which will require operators and their staff to ask those customers who look twenty five years or younger to produce identification proving that they are aged eighteen or over before they will be allowed to make a purchase of alcohol.
At the launch, there was also an opportunity for the media to see the new Challenge 25 logo and other promotional materials developed by the SBPA for the use of pubs and clubs in Scotland and to see it in use in a working pub environment.
The strapline used in the new SBPA Challenge 25 campaign is:
“If you are lucky enough to look under 25 you will be asked to prove that you are aged 18 or over when you buy alcohol. If you are under 18 you are committing an offence if you attempt to buy alcohol.”
Speaking at the launch, Patrick Browne, Chief Executive of the SBPA, said:
“The 1st October will see a major change in Scotland’s laws relating to the sale of alcohol with the introduction of Challenge 25 by law in Scotland for the first time. This will see many more customers asked for identification for the first time, particularly in pubs and clubs.
“The SBPA and it's members have fully embraced this and have rebranded the existing voluntary Challenge 25 schemes for use in Scotland with a new logo and a range of materials for use in pubs. From today 25,000 Challenge 25 posters, 55,000 badges and thousands of Guide documents will be distributed to thousands of pubs in Scotland to support the introduction of Challenge 25.
“Today also sees the launch of a new Challenge 25 website, www.challenge25.org, which both licensees and young people can access to seek advice about what Challenge 25 will mean for them from the 1st October. It also provides links to the range of providers of proof of age cards so that customers can consider whether they need to obtain a new form of proof of age if they don’t already have one.”
Ken McGown, the SBPA’s President and the Operations Director with the Scottishand Newcastle Pub Company, said:
“As responsible retailers we have a duty of care not only to our customers, but also to the wider society by enforcing the laws relating to the sale of alcohol, especially in relation to the issue of the underage sale of alcohol which is a serious public concern. Today’s announcement demonstrates the commitment of the SBPA and its members to complying with the law and enforcing it.
“We would remind customers the sale of alcohol is always at the discretion of the individual licensee and their staff and they have the right to refuse the sale of alcohol if they believe that a form of identification is not genuine, or has been tampered with, or that it does not relate to the person presenting it.”
Councillor Stephen Dornan, the Convener of the City of Glasgow Licensing Board, added:
“We welcome the introduction of Challenge 25 and would commend the wider trade for its efforts in complying with the new laws due to come into force on 1st October. We would encourage younger customers who wish to buy alcohol in Glasgow, and indeed Scotland, to make themselves aware of the change in the law and to make sure that they carry appropriate ID with them to make sure they can purchase alcohol if they are challenged by pub staff or staff in other forms of licensed outlet.”