Responsibility: still a must

July 1 and the start of the smoking ban is probably the issue uppermost in most licensees' minds - that and the tougher trading conditions most people are experiencing. But it's absolutely vital that while coping with what lies ahead, licensees don't take their eye off an equally big issue that is just not going to go away.

Responsible drinks retailing is that issue. And don't be fooled for one moment into thinking that life has moved on, that Government has ticked this box and the police and local authorities have bigger fish to fry. The truth is that underage drinking, and drunken loutishness, are still far bigger issues for the industry than smoking. Losing smokers will hurt some pubs, but the industry as a whole will eventually benefit. Losing licences, being branded as part of an alcohol disorder zone, and living without drinks advertising will have a far more damaging long-term effect on the trade.

Pubco leaders know this. That's why they're sending stern messages to their lessees and tenants, warning them that they must exercise great vigilance and be on their guard against irresponsible selling by their staff. To threaten their licensees with eviction if they blatantly and persistently stick two fingers up to the authorities is a very necessary step for the pubcos to take. Unless this message gets through, the selfish idiots who think they can do what they want in their pub will ruin things for the vast majority of decent and responsible licensees. It really is as serious as that, and it would be no bad thing if one of the two-finger brigade does find himself on the streets.

Happily, there are some great examples around in the trade for other licensees to learn from. Our own Responsible Drinks Retailing Awards scheme, which is now in its third year, celebrated some excellent pubs, pubcos and initiatives just the other day. Look and learn from them on pages 22-23 this week.

What was also so heartening was how well many local authorities are now co-operating with licensees in joint efforts to tame the louts. Well done to them, and let their example inspire others too.

Our awards also unite the on and off-trade in their efforts to retail responsibly, and there are just as many good examples of off-trade excellence as on. But it is a harsh fact of life that 61p cans of Stella is not compatible with responsible retailing. The major supermarkets must rethink their approach before they're shamed into line by the Government.