Diageo invests in Purple Flag scheme

Diageo is to invest around £100,000 over three years as headline sponsor of the 'kitemark' scheme that recognises safe and successful nighttime economies.

Purple Flag status and is given to nightspots that are judged to have taken strides to improve the environment at night for visitors and residents. This includes tackling alcohol-related disorder, with pubs and clubs playing a key part.

Nine areas have achieved Purple Flag status; three of them - Liverpool, Nottingham and Clerkenwell in London - gained accreditation this week.

Other accredited areas are Bath, Birmingham, Manchester, Kingston-upon-Thames, and Covent Garden and Leicester Square in London.

A spokesman for Diageo said: "This is the latest example of Diageo's commitment to tackling alcohol-related antisocial behaviour through community-based partnerships."

Simon O'Brien, former ACPO lead on alcohol licensing said: "The Purple Flag challenges poor practice and discourages bad behaviour in town centres.

"It encourages stakeholders to work in partnership to create places that people want to enjoy repeatedly, both at night and during the day.

"It is a rallying point, a trademark stamp and a positive standard that gives confidence to customers, traders and officials that a united town centre can encourage positive attitudes and behaviours at all times.

"It unites the lawful many against the badly behaved few and I am confident that it will be effective in tackling antisocial behavior and reducing crime in town centres."

CGA chairman Jon Collins, who also chaired the judging panel, said, "The applicants did not get an easy ride.

"We received a number of applications but only three made the grade. The process and criteria provides a robust assessment of how well our towns and cities are managed at night. The Purple Flag is becoming a symbol of confidence."