Drinks chief: Don't blame irresponsible drinking on our promotions
Corporate Social responsibility (CSR). The words must ring round the head offices of UK drinks companies like the eerie clanking of the chains of Jacob Marley, approaching Ebenezer Scrooge in A Christmas Carol.
Certain drinks companies are particularly affected by the move towards CSR. They are those that sell products to be drunk on "high-energy occasions" - such as RTDs, shooters, spirits, mixers and energy drinks.
Whether or not they are really liable for all the industry's problems, they are frowned on by some who view them as encouraging irresponsible drinking and attracting younger drinkers with their colourful brands and easier-drinking image.
One company that feels it is unfairly targeted for such treatment is Global Brands, whose products include Vodka Kick and Corky's shots.
Chairman Steve Perez spoke to The Publican about this problem; how he feels alcohol is being unfairly demonised in the press and in the public eye; and how he believes the marketing and retailing of alcohol has actually become more responsible over the past year.
The drug problem is being ignored
"I came out of a restaurant in Chesterfield with my family and I saw three lads round the corner, in the alley, doing what I assumed to be cocaine. And I then thought, if these three lads then go out and cause trouble they will be called binge-drinkers and that will be added to the drink stats. The drug issue has almost been forgotten in the city centres. People are doing drugs before they go out and no-one is talking about that as an issue."
Alcohol is not always the problem
"If the government bans high-street bars or loud music then it is just creating a different kind of problem. You are the taking people out of a controlled environment.
"Loud and over-the-top behaviour is not necessarily the fault of alcohol - people want a good time and so are loud and over-the-top, sometimes long before the alcohol gets involved."
Are we too draconian?
"Is it all that bad to go out and have a good time on a Friday and Saturday night? Maybe on these nights people will consume a bit more than the recommended daily amount of alcohol. But it is important for people to let off a bit of steam. We as a nation should be more tolerant.
"But this is not helped by the fact that the press always focuses on the people being sick in the street."
The industry is doing better on social responsibility than people give it credit for
"Things have changed. There is less irresponsible advertising - we are better as an industry at picking out underage drinkers. But we do need to challenge some of the stats out in the public domain. Kids drink on the street but it is blamed on the pubs."
The marketing we do does not encourage irresponsible behaviour
"We are in the entertainment business. Alcohol is something to be enjoyed as part of a good night out - it is not a prescribed drug.
"So girls in short skirts offering free samples of products to drinkers doesn't mean, 'drink as much as you can as quickly as you can'.
"For us, it is about 'drink our product, not others'." nneed to challenge some of the stats out in the public domain. Kids drink on the street but it is blamed on the pubs!"
The marketing we do does not encourage irresponsible behaviour
"We are in the entertainment business. Alcohol is something to be enjoyed as part of a good night out - it is not a prescribed drug.
"So girls in short skirts offering free samples of products to drinkers doesn't mean, "'drink as much as you can as quickly as you can'.
"For us it is about 'drink our product, not others'.
