Policy power

We've heard lots about binge-drinking problems. Isn't it time we heard about efforts to stop it? Tom Sandham reports.Social responsibility is in this...

We've heard lots about binge-drinking problems. Isn't it time we heard about efforts to stop it? Tom Sandham reports.

Social responsibility is in this autumn. If you're a pub company and you haven't already drawn up a policy on how to tackle the problems of binge-drinking, the chances are you're putting one together right now. Spurred on by an aggressive government summer crackdown on irresponsible operators, codes on responsible retailing have become the vogue, they're all the rage, and it's obvious they're delivering a bit of positive spin.

But company statements and rules on how to deter binge-drinking are more than just words. Talking to those who have implemented them there is a real enthusiasm and commitment to what has been put in place.

It's important they are taken seriously because a headline slamming the latest penny-a-pint promotion can soon undo any good work, and while the curse of the irresponsible operator still exists the trade is always vulnerable to attack.

Yates is a more recent addition to the list of pubcos with codes on responsible retailing, having published its BarSafe policy three weeks ago, and although there were already others who had something in place, its commitment is about as brave as it gets. The managed pubco stunned the trade with its introduction of a minimum price in its plans, a move that potentially leaves it open to being undercut by competitors.

There are nine other issues the Yates code addresses and it's particularly comprehensive, but it has not been easy to reach this point. "Leadership from the pub industry on this issue has been pretty damn average," claims Mark Jones, chief executive at Yates.

"Hopefully what I've done will encourage others to get involved. With so many external pressures on the industry right now people have to look at the way we articulate on the issue of responsible retailing. At Yates we've tried to be as innovative as possible on this and are confident it will work."

Mitchells & Butlers (M&B) has also nailed its colours to the mast with a re-launched policy that bans happy hours and promotions including two for one offers.

Like Yates, the construction of the policy was carefully considered and there was plenty of consultation before it was presented to staff across the estate.

"The policy was about re-enforcing with staff what we have done for some time at M&B," said Simon Ward, public affairs director at M&B. "We've tightened the code up by looking at promotions and, although it's not widely publicised, we do have a floor to our prices at £1.25 a pint."

It will be interesting to see what comes next, particularly in light of Yates setting a minimum price scheme. Anyone who follows that will be closely watched but hopefully this won't deter others from putting out a message of intent to all staff when it comes to fighting binge-drinking.

Adam Collett, managing director at Greene King Pub Company, had a role in the alcohol and socially responsible retailing code there, which was published in June, and he has faith in what it says.

"The codes make long-term commercial sense," explains Mr Collett. "The industry needs to be taking a lead on this because if we don't then someone from government will step in. It's in our interests to prove we can self regulate."

And that really is the crux of it all. There are some who won't be able to implement such codes as easily, in the case of Greene King just look at Pub Partners, the tenanted division. Bigger companies such as Punch or Enterprise might also struggle to convince tenants to follow a code en masse, although senior staff there will be committed to following this trend.

If the trade is at least making noises about doing something on this issue it will go some way to avoiding government intervention. The smoking ban offers an insight into how close the trade has come to a once unthinkable piece of legislation, and if we start considering the most preposterous reforms imaginable to fight binge drinking, that should prove alarming enough to encourage more people to get involved.

Industry opinion

Mark Grafton, licensee at Spencers in Leeds, West Yorkshire, said: "You can't argue that it's a good thing to be doing. It won't affect everyone but if it stops some of the idiots drinking too much in high streets it'll be worth it."

Matt Nathan, licensee at the Brewery Tap in Bristol, Avon, said: "People will get drunk no matter what. It's down to the individual not a pub company to enforce measures that will prevent this. I don't think any code of social responsibility will make a blind bit of difference."

Ben Griffiths, manager at Yates, Southampton, Hampshire, said: "It's good to be part of a company trying to make a difference, and cutting promotions will help a lot. But the job is still difficult, trying to tell when someone has had too much to drink is tough and if the customer wants to binge drink they often will."

Policy extracts

Here are some extracts from pub company policies: