ASDA gets tough on alcohol sales

By James Wilmore

- Last updated on GMT

Related tags Supermarket Asda Alcoholic beverage

Supermarket giant ASDA has unveiled a series of hard-hitting measures to limit access to alcohol in its stores - including a ban on post-midnight...

Supermarket giant ASDA has unveiled a series of hard-hitting measures to limit access to alcohol in its stores - including a ban on post-midnight sales.

Following last week's move by Tesco to ban alcohol promotions and call for government legislation, ASDA has come out fighting on the issue of responsible alcohol retailing.

ASDA's chief executive and president Andy Bond even went as far as to criticise those "hiding behind calls for legislation".

As well as banning alcohol sales between midnight and 6am from April 7, the company will extend a Challenge 25 proof-of-age scheme to 100 more stores.

Under-18s who try to buy alcohol in an ASDA, may also face prosecution from the company.

Bond said: "Our aim is to make it practically impossible for under-18s to break the law in our stores.

"As a parent myself I find it unacceptable that children in the UK are still able to purchase alcohol from retailers and pubs. So from today we are adopting a zero-tolerance approach."

Every single ASDA store in the UK will be independently tested at least once a month, Bond added, with the results being published on the company's website.

"We will also display signs within the store making it clear that we reserve the right to prosecute anyone under-18 who attempts to purchase alcohol, or anyone that is doing so on a child's behalf," he added.

The company also said it is de-listing high alcohol fruit flavoured shot-sized 'shooters', following calls by campaigners that these types of drinks are particularly attractive to underage drinkers.

Bond added: "I believe our targeted measures will go a long way towards tackling the issue of underage sales, and alcohol fuelled anti-social behaviour.

"However I am not in favour of indiscriminate price rises which would disproportionately hit the vast majority of people who drink sensibly and in moderation.

"Unlike some in the industry I am also not prepared to hide behind calls for more legislation.

"I believe there are plenty of things we can do now to start tackling this important social issue, which is why we are announcing these measures today."

ASDA said it is also investing £1m into targeted youth projects aimed at reducing underage alcohol consumption.

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