The Amsterdam (TAG) group have produced a video detailing industry
initiatives which promote responsible drinking. The video opens
with a short history of how alcohol has formed part of our society
and culture since ancient times. It then details how most of us
drink sensibly and that drinking is a pleasurable and sociable
past time for most people, who know to enjoy drinking and to moderate
The video then moves onto highlight the minority who misuse alcohol,
with the emphasis being on underage consumers and drink drivers.
These are areas where industry partnerships can really make a
difference. Partnerships are featured whereby bar and retail staff
are trained to say no to underage drinkers. Other campaigns target
young consumers themselvers through youth clubs and teacher/youth
partnerships or youth orientated websites.
Industry initiated and monitered Codes of Practice are highlighted,
which many European countries have set up to ensure responsible
marketing, so that beverages do not appeal to the underage or
suggest sexual success for example.
Finally Drink-drive campaigns are featured such as Ill be BOB,
a designated driver scheme which has operated with great success
since 1995 in Belgium.
The video sets out to illustrate that members of the alcohol industry
are proactive in addressing areas of known misuse such as drink-drive
and underage consumption of alcohol. This video is intended to
promote a constructive debate among interested parties in Europe
and to assist them in devising optimum strategies to combat alcohol
misuse states the video sleeve.
For copies, please contact the Amsterdam Group. See inside back
cover of AIM Digest for details.