We have made changes to our sampling guidance to further enhance measures to discourage drink driving. Read more to ensure to ensure your sampling activity is kept in line.
New Sampling Guidance
Sampling can be defined as the unconditional giving away of alcohol to the general public in a public place, including licensed premises (unless the premises are being used for a private function). It allows consumers to assess free of charge the taste and quality of a product. Running a sampling activity can be a great way to build brand loyalty with fan favourites or to introduce consumers to exciting new flavours, but it’s imperative to make sure that sampling is conducted in a responsible manner. With that in mind, the Advisory Service has recently refreshed its guidance to help clarify our position – read on for a sample below.
The main change to our guidance has been to update our position on non-sealed sampling activity in car parks of a licensed premise. In simple terms, this is the type of sampling where a consumer is expected to drink / try the alcohol there and then. Additionally, we have updated our guidance on encouraging irresponsible or immoderate consumption.
Decades of drink driving declines
We launch this as another action in a long and credible set of initiatives by government and the sector to reduce drinking and driving. Public information campaigns including THINK!, coupled with the breathalyser test and the focused efforts of British Transport Police over recent decades have had a palpable effect on drink driving. The industry has run many innovative campaigns to discourage drink driving and there is a huge investment in alcohol alternatives so dedicated drivers have a better option than an orange juice. Our most recent low alcohol research by YouGov said that the most cited reasons for why consumers choose low and no alcohol are to drive home and not drink excessively at social events. Finally, we are incredibly proud of the I’ll be Des campaigns which we ran in the 1990’s and the continued support the work of Drinkaware as they roll out the Home and Dry campaign.
In 1979, the number of road deaths attributed to alcohol was 1,640. By 2000, it was 530 and it is now 220. Over the past decade drink driving accidents and casualties have fallen by 30% and 33% respectively (Department of Transport, 2022).
Guidance details – where to sample
The updated guidance explains that open container sampling should not be held in a car park of a licensed premises (a supermarket or pub for example). This is to ensure that producers are not encouraging irresponsible consumption such as drinking before driving. We would strongly caution against creating any link between alcohol consumption and driving, regardless of the amount of alcohol being consumed and the change in guidance reflects this position.
In terms of sealed container sampling, it is likely to still be acceptable as a consumer would be able to take the drink away and enjoy it at their leisure. Similarly, brand activation campaigns in a carpark of a licensed premise are also likely to be acceptable because it does not encourage a consumer to drink alcohol before driving.
Guidance details – discouraging irresponsible or immoderate consumption
Alongside the change to our sampling guidance, we have also updated our guidance on encouraging irresponsible or immoderate consumption. Like the above, the changes to this guidance clarify that any insinuation of alcohol consumption before driving is likely to be problematic, even if it is not actually depicted. However, it is the Advisory Service’s view that the use of a vehicle in alcohol marketing is not necessarily inherently problematic; as always it will be the overall impression that determines compliance with the Codes.
If you want more information about sampling, why not check out our guidance here or speak to a member of the Advisory Service for a free confidential view.
Reflecting on decades of innovation and partnerships across the industry, we take a look at some of the initiatives and work carried out in the UK to ensure responsible selling of alcohol
Consumer demand for alcohol sold online has surged in recent years. This was partly accelerated by the effects of COVID-19 lockdowns, but the upward trend in online sales remains. A recent survey from CGA by NielsenIQ Hospitality at Home Tracker showed UK sales increasing 15% over 2022 alone. Whilst this aids consumer convenience, it is crucial alcohol is sold responsibly, both in stores and online.
In September this year, the International Alliance for Responsible Drinking (IARD), in partnership with the leading online retailers and delivery platforms, launched new frontline agent training to support anyone delivering alcohol to do so responsibly and in accordance with the law. This builds on IARD’s partnership with the largest digital platforms to raise standards with the creation of Digital Guiding Principles, which ensures safeguards to prevent the underaged from seeing or interacting with alcohol brands online.
This recent initiative is yet another step in the development of the responsible selling of alcohol. In this blog we reflect on the practical solutions currently in the UK to prevent harm to children and vulnerable adults.
Challenge 25
Shops and supermarkets are the port-of-call for buying alcohol, in-store or online, and have a duty to ensure this is done responsibly. The Retail of Alcohol Sales Group (RASG) brings together all the leading retailers in the UK to support them in this, and provide best practice and guidance.
One of RASG’s most significant achievements has been the development of its Challenge 25 initiative, a retailing strategy that encourages anyone who is over 18 but looks under 25 to carry acceptable ID if they wish to buy alcohol. Challenge 25 is more than a proof of age scheme; it demonstrates important cultural changes in organisations that adopt it. Staff are trained to ask anyone who looks under 25 to present an acceptable ID (a card bearing the PASS hologram, a photographic driving license or a passport) and managers are trained to support staff and not overrule them.
In 2021, due to growing demand, RASG issued free guidance to support online alcohol retailers and build best practice within their own organisation, helping them remain compliant when selling online, no matter their business model, size or resources. This will be updated later this month, with the new guidance available here.
Community Alcohol Partnerships
A hugely effective grassroots initiative has been Community Alcohol Partnerships (CAPs). They bring together and support local partnerships of councils, police, retailers, schools, health providers and community groups across the UK to reduce alcohol harm among young people, improve their health and wellbeing, and enhance their communities. To date, over 250 CAPs have launched across the UK, with many more planned and being developed.
For CAPs that collected comparable baseline and post intervention data the following changes were found:
You can learn more about CAPs in our blog here.
Portman Group
For over 25 years, our Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks has sought to ensure that alcohol is promoted in a socially responsible way, only to those aged 18 and over, and in a way that does not appeal particularly to those who are vulnerable. It is backed by over 160 Code Signatories, which includes all the leading retailers in the UK.
Thanks to the Code, over 170 products have been amended or removed from the market. Many hundreds more have been helped to adhere to the Code before appearing on shelves through the support of the Advisory Service.
In addition to the Code rules, we provide guidance on their application. We also look at market trends and provide guidance on how to responsibly present alcohol products, marketing, and promotions.
In March 2019, we updated our guidance on sampling to respond to online sales. The guidance says that promoters should only offer samples to people who are over the age of 18, and if in doubt ask for proof of age (driving licence, passport, or PASS-accredited proof of age card). If proof of age cannot be supplied, and companies have any doubts as to whether the person is over 18, then they should politely refuse to offer them a sample.
How alcohol is sold and consumed was affected by the COVID-19 pandemic, and the Portman Group’s self-regulatory system aims to respond to societal and cultural changes swiftly and effectively when they arise. You can read more about this and how the industry played its part during the pandemic in our Supporting Communities report.
Our work in Scotland
The Portman Group is a member of the Scottish Alcohol Industry Partnership, an industry led initiative which supports, devises and delivers projects that contribute towards the promotion of responsible drinking and tackling alcohol-related harm in Scotland. The partnership works with Police Scotland, local authorities, Best Bar None, Community Alcohol Partnerships and Drinkaware.
In Summer 2022, a Scotland wide proxy purchase campaign ‘It’ll cost you’ was launched. This award-winning campaign reduces the risk of harm and vulnerability to under-18s through the reduction of the proxy-purchasing of alcohol. It’s an offence in Scotland for an adult to buy or attempt to buy alcohol for someone who is under the age of 18, for example if a child gives money to an adult to buy alcohol for them. This is known as proxy purchase. The campaign aims to raise awareness this is a criminal offence which carries a fine of up to £5000 or up to 3 months in prison, or both. This programme followed the successful pilot campaign, ‘You’re Asking for It’, rolled out in 2017, which recorded a 50% reduction in incidents involving youth and alcohol in Glasgow North-West compared to the same period in 2017.
The future
The industry isn’t resting on its laurels. Looking to the future we can anticipate the enhanced use of technology in ensuring that alcohol isn’t sold to under 18s. We sit on the industry Expert Panel on Age Restrictions which works in co-operation with the UK Government on how new age verification technology for alcohol sales can work in practice. This was put into action over the last year through ‘regulatory sandbox’ trials from the Home Office, which sought proposals to test how age verification technology in shops, bars and restaurants can strengthen current measures in place to prevent those under 18 from buying alcohol.
All trials ended on 30 June this year, with the results reviewed by an independent panel, who are assessing the impact this new technology could have on regulation and alcohol licensing.
We look forward to the next steps and to keep working to ensure that the industry ensures that alcohol isn’t sold to under 18s.
Our thanks to:
Community Alcohol Partnerships
International Alliance for Responsible Drinking
In light of recent decisions made by the Independent Complaints Panel about alcoholic drinks which contain recognised stimulant ingredients, the Advisory Service has pulled together its top tips to help producers ensure their marketing is on the right side of the Code.
Although not a new product category, alcoholic drinks which contain a recognised stimulant ingredient, like caffeine, are a topic that we often get asked about in the Advisory Service. While it is important to note that the Portman Group does not regulate the liquid contents of an alcoholic drink, we can offer advice on the naming, packaging, and promotion of them. With that in mind, read on for our top tips to help ensure they comply with the Code:
- Alcohol packaging and marketing should not suggest that it could help a consumer feel energised
It has long been the Advisory Service’s view that care should be taken when there is an ingredient in a drink that is a stimulant. Any suggestion that it could help a consumer feel energised should be avoided.
While caffeinated non-alcoholic beverages are often called ‘energy drinks’, it would be irresponsible to include the word ‘energy’ in the name, or as part of a description, of an alcoholic drink, because it inherently suggests that the drink has an ‘energising’ effect and thus implies the drink has a therapeutic quality.
Similarly, any indirect claim that related to the effect of a stimulant ingredient is also unlikely to be acceptable. For example, language which implied a stimulant effect such as ‘awake’, ‘buzzing’ or ‘electrifying’ are all likely to be unacceptable, because they suggest the drink acts as a stimulant.
- Reference to ingredients should be factual and non-emotive
It may be necessary to inform consumers of the ingredients in a drink, especially if it has a high caffeine content. However, this information should be provided in a factual, neutral and non-emotive way. For instance, some products include phrases such as ‘high caffeine content’ or ‘contains caffeine’ but packaging and promotional material should not place undue emphasis on the caffeine content or the effect that drinking caffeine could have on consumers. If the caffeine content was given undue prominence, such as being placed in red bold large text on the front of otherwise sombre packaging or contained emotive language such as ‘Warning: prepare yourself for high caffeine content!’ then these are unlikely to be acceptable because both examples market the product based on the implied effect of caffeine as a stimulant ingredient.
- Any suggestion that alcohol can enhance physical or mental capabilities, or can change mood or behaviour is unlikely to be acceptable
Alongside the above, you should also take care that there is no suggestion that the drink could enhance physical or mental abilities. For example, phrases like ‘party for longer’ or ‘helps you go all night’ are unlikely to be acceptable as both imply that a consumer will benefit from an improved physical affect. Similarly, ‘unlock your mind’s eye’ is unlikely to be acceptable because it suggests that the drink could help enhance mental capabilities.
You should bear in mind that it is not just positive ‘changes’ that are unlikely to be acceptable. Any suggestion that a person’s mood or behaviour could be affected is likely to be problematic i.e., ‘lose your mind’ and ‘banish the Monday blues’ both suggest that a person’s mood/behaviour will be changed.
We know this can be a tricky area so we’d recommend reading our guidance or seeking a free, confidential, non-binding view from the Advisory Service.
Nicola Bates, Strategy Director at the Portman Group – the alcohol social responsibility body and marketing regulator said:
“Total alcohol consumption has gone down consistently over the past 10 years, and Britons now drink around 15% less alcohol than they did 10 years ago. During the lockdowns the vast majority of people continued to drink moderately and this research shows some lighter drinkers cut their consumption.
“However there is a small minority who were already drinking at high harm levels when the lockdowns began and evidence suggests some went on to drink more. The models presented in this research are stark but they presume no interventions are made. This small minority of drinkers are the ones who need the most support with targeted action and a focused policy response.”
Make sure your marketing doesn’t get rained off this summer by avoiding these compliance pit falls.
With grey clouds looming, and threating downpours making their way across the country, we all know it can only mean one thing – it’s summer in the UK. For many, this will mean enjoying their summer holidays relaxing, resting, and enjoying a well-earned break.
For alcohol marketers, this is a great time to introduce a summer tipple – but whether it’s a fruity cocktail or a beer perfectly paired with a BBQ, it’s important to keep the Code in mind to avoid potential issues. So, what are some things to be mindful of?
Socialising or being more fun
While it is likely to be acceptable to show alcohol as a legitimate accompaniment to a social setting (like a party or BBQ) you will need to take care that your marketing doesn’t suggest that people will become socially successful because they are drinking. You should avoid any suggestion that a person or event is boring and that alcohol is the catalyst to having a good time and being popular. Remember that the good times are created by the people and party experience – not the alcohol!
Equally, you should be mindful of suggesting that alcohol can help a person relax or be less inhibited. While its likely to be acceptable to suggest that your drink is perfect for pairing with a BBQ, you should avoid any suggestion that it will relax a person or change their mood or behaviour. Instead, we’d suggest focusing on the taste and quality of the product rather than suggesting it has a therapeutic quality.
Don’t sink or swim
Its not just alcohol packaging that will be covered by the Code, but promotions as well. Year on year we see requests in the Advisory Service that involve alcohol and swimming. This could be a promotional event at a summer party, or even sampling by the pool. However, it has long been the Advisory Service’s view that it is unlikely to be acceptable to encourage people to drink around a body of water. Offering samples or running promotions in areas where people are going to be swimming is likely to be viewed as indirectly encouraging dangerous behaviour. Instead, think about where it might be better to host a promotion or sampling event – at a park, or in the on-trade for example.
We’re all going on a summer holiday
You might be thinking of delighting your customers with a chance to ‘win a holiday’ this summer but there are some things to bear in mind when running this type of promotion. To avoid indirectly encouraging immoderate consumption you should think about placing a limit on the amount of times a consumer can enter a competition. You could also have the entry mechanism on the label of the product so that a person doesn’t need to open (and therefore consume) the alcohol in a short space of time to participate. If you are running a promotion like this, it’s always worth checking the parts that cross into the Advertising Standards Authority’s remit (such as the T&C’s) with their CAP Copy Advice Team.
The Chief Medical Officers’ Low Risk Drinking Guidelines state that a person should not drink more than 14 units of alcohol a week, and this should include drink free days. Our guidance stipulates that a person should not be encouraged to drink over four units by themselves in one sitting. With that in mind, you should ensure that the mechanics of the promotion do not indirectly encourage this type of immoderate consumption.
Need more help?
You can find out more through our guidance which is available on our website here, or you can get in touch with the Advisory Service* for a free, confidential non-binding view here.
(* the Advisory Service unfortunately cannot help with the weather).
Alcohol is sold every day in shops and supermarkets across the UK. Our event provided an opportunity for retailers to share their best practice and show how this is done responsibly.
In the fourth session of our Taking Responsibility Seminar series, we heard from retail experts on the systems deployed by retailers to ensure that alcohol is sold responsibly. We were delighted to hear from Hardish Purewal, Chair of the Retail of Alcohol Standards Group (RASG) and Licensing Manager at Tesco, and Neil Eccles, Senior Licensing Manager at Asda.
Setting the standard through RASG
Hardish Purewal provided an overview of the Retail of Alcohol Standards Group (RASG), which was founded in 2005 and aims to reduce underage drinking and promote high standards among alcohol retailers. RASG consists of all of the leading alcohol retailers in the UK.
The group is devoted to ensuring alcohol is sold responsibly, especially not to under-18s through its Challenge 25 scheme . Since 2009 Challenge 25 has helped retail workers avoid selling to under-age customers by requesting ID from anyone who is or may look under 25.
Alongside this, RASG has put together training and a factsheet to help retailers pick up the signs of a proxy sale.
One of RASG’s biggest successes has been working with Community Alcohol Partnerships (CAP). CAP brings together local retailers & licensees, trading standards, police, health services, education providers and other local stakeholders, to support young people and prevent alcohol harm. You can read more about them in our blog detailing their work here.
RASG has also issued guidance for retailers to help them ensure alcohol is sold properly and responsibly. This has included advice on where alcohol is placed in store, how to respond to illicit sales of alcohol, spotting fake IDs, and how to adopt the Challenge 25 policy. It’s about setting the standard for retailers and ensuring they are well supported.
As the pandemic hit, more consumers moved to online purchasing. This prompted RASG to issue online guidance for the first time in 2021. This helps ensure alcohol is sold responsibly online as well as in store, not to under-18s or vulnerable consumers.
With great power comes great responsibility
Neil Eccles spoke to how Asda puts the standards set by RASG and the Portman Group into practice. “It is a privilege to sell to millions each week, and retailers must act responsibly as they serve these customers.”
More can be done to tackle alcohol misuse in the UK, and Asda deploys several measures in its stores. This includes the 2010 promise that alcohol sales are never below the cost of duty and VAT, alongside stocking a market-leading range of low and no beers and wines and removing high strength alcohol from shelves. Asda are also active members of RASG, help to fund Drinkaware, support and sit on the board of CAP, and organise 100 store activities during Dry January to help consumers monitor their alcohol consumption.
Asda also has a dedicated beer, spirits and wine compliance manager who provides internal guidance for buying teams, including Portman Group Retailer Alert Bulletins and Challenge 25 messaging. When it comes to Portman Group’s Retailer Alert Bulletins (RABs), Asda ensures these are actioned as quickly and efficiently as possible. Asda operates across the UK, and it is important to be compliant with the various legislation which is different in every nation. Neil emphasised Asda’s guiding belief – doing the right thing – is especially the case with alcohol, which should never encourage immoderate or irresponsibly drinking, and adhere to the Portman Group’s Code.
For updates, keep checking the website and our Twitter feed, @PortmanGroup. If you have any questions on the seminar or the issues discussed, please contact info@portmangroup.org.uk
To find out more about RASG, click here.
To learn more about CAP, click here.
With thousands set to enjoy a long bank holiday weekend away from work, getting out and about between Thursday 2nd and Sunday 5th June, it presents the perfect opportunity for brands to promote alcoholic drinks through sampling. Whether it’s the usual fan favourite or an innovative new flavour, promotional sampling can be a great way for brands to engage with consumers.
To ensure that you run your sampling in a socially responsible way, and to avoid falling foul of the Code, you should bear in mind our top tips:
- How much?
When providing consumers samples, it’s important that you consider how much to provide. It should be just enough for consumers to assess the taste and quality of the product and we’d therefore suggest that individual sample sizes are no more than 1.5 units in the on-trade and 0.5 units off-trade. The reason for the difference is that most people visiting the on-trade will be there to consume alcohol. As best practice, your sampling staff should be able to offer information about both ABV and the number of units in a sample. You should also have responsible drinking messages on display.
- Wow, you don’t look 25!?
It’s paramount that alcohol samples are only ever provided to those who are over-18, and you should ensure that appropriate ID is provided by anyone who you suspect may not be. You may think about employing a challenge 25 scheme, where anyone who is lucky enough to appear to be under-25 is age checked.
- The right kind of appeal
We know that alcohol producers want their products to be enjoyed by adults in a responsible manner, but from time to time they can inadvertently breach the Code by having a particular appeal to under-18s. When running a sampling event, think about every element of the activity from the name of the drink, the marketing materials and even where you may host an event! If it’s in a public place you should avoid using promotional equipment, materials or themes that are likely to have a particular appeal to under-18s.
- Location, Location, Location
When organising your sampling event, make sure you pick a responsible location. Think about if people will likely be driving to and from that location and have drinking water freely available. You should also think about whether the location is a suitable place for people to sample alcohol. For instance, while we all hope for a sunny weekend, it wouldn’t be advisable to provide alcohol samples at a pool, in the gym, or any place where someone is likely to be doing an activity that would be irresponsible after consuming alcohol.
Anything else?
There is a lot to consider when running a sampling event, and we know it can be confusing! So why not read our sampling guidance or run your ideas past our Advisory Service. The Advisory Service provide a free, confidential, non-binding view under our Codes usually within 48 hours – so get in touch here!
The Portman Group has offered training on its Codes of Practice and responsible marketing standards for over 20 years. However, the way we work has fundamentally changed in recent years and we have adapted training to reflect this by producing evolving course material to engage and develop those who complete the course. We are pleased to announce that our training has now been relaunched and we are taking bookings for the coming year.
The training we provide is Continuing Professional Development (CPD) accredited, and attendees are awarded the Alcohol Marketing Accreditation certification upon completion. The course will provide attendees with the most up to date information on alcohol marketing regulation and will train staff to approach marketing in a creative and socially responsible way.
Who can undertake training?
Training sessions are open to anyone with an interest in the alcohol industry. Typical attendees have included alcohol producers, trade associations, marketing agencies and university students studying marketing. Please feel free to get in touch and find out if training would be right for you.
What training do we offer?
The Portman Group offers three CPD certified training programmes.
General or Code Training – Our General training is designed to help alcohol producers and marketers gain a broad and thorough understanding of alcohol marketing regulation in the UK. The focus will be on the Portman Group and what we do but will explore the wider regulatory framework to provide a clear understanding of the remit of regulators in the UK in the context of alcohol. The training will explain the role of the Independent Complaints Panel (ICP) and the enforcement process and will provide an analysis of the Codes. This includes an in depth look at the Codes through case studies of real Panel decisions so that participants can engage and understand how the rules are applied.
The course is suitable for all newcomers to the alcohol industry or for those who want an in-depth understanding of the Codes and how they are applied through the Panel’s decisions.
The session lasts around two hours including time for questions.
Refresher Training – The refresher training is for those who already have an understanding of the Portman Group and the wider regulatory framework of the UK but want to refresh their understanding of the Code. It provides a less extensive recap of regulation, alongside the role of the ICP and how we enforce decisions. The training provides an in-depth look at the Codes through case studies of recent Panel decisions over the past couple of years so that participants can understand the type of complaints that have been considered and how the rules have been applied.
This session lasts approximately one hour including time for questions.
Bespoke Training or Bespoke Alcohol Regulation Training – This training is created bespoke for you and can have focus on whatever elements you think would be most valuable. For example, we can include more case studies about specific Code rules, or spend more time on different types of activities for example promotions and sampling, rather than packaging. Alongside this it also provides a comprehensive summary of current regulatory policy and the Codes of Practice.
Those who want to undertake this training have the opportunity to discuss beforehand what they want the training to focus on and we can offer advice about specific products or ideas. Depending on the request, this session could last between one and two hours.
Is there a cost?
Training is free to all Portman Group members. It is our intention to ensure that all producers are able to access support. We do not want training costs to be prohibitive so specifically created for small or start-up producers, and launching in 2022, we have created a free introductory session.
Our rates card for all other charges:
What is the introductory training?
The introductory training session provides an overview of who we are, our remit, the Code rules, the complaints process, and Panel precedent setting decisions.
This is a free, 20-minute pre-recorded webinar and is perfect for smaller producers and start-ups. Whilst not CPD certified, it will help give you an understanding of the Portman Group and its purpose, along with providing a look at a couple of case studies of real decisions made by the Panel.
Why should I undertake Portman Group training?
As the self-regulator of the naming, packaging, promotion and sponsorship of alcoholic drinks in the UK, we have over 25 years of experience when it comes to ensuring that alcohol marketing is socially responsible. Our training provides you with an overview of the Codes of Practice and the decisions made by the Panel which will help you ensure your marketing is socially responsible and will allow you to ask any questions that you might have.
Your staff will gain CPD accredited training hours and will achieve our Alcohol Marketing Accreditation – essential for those working in alcohol marketing.
If you wish to undertake training, please contact training@portmangroup.org.uk.
Paula Smith, Head of Marketing, and Carolyn Jenkinson, Head of Charity Services at the Licensed Trade Charity
The importance of listening and staying agile as a charity
The Licensed Trade Charity (LTC) has been supporting people who work, or used to work, in the licensed drinks trade since 1793. In that time the help our customers (beneficiaries) need has changed many times. The most recent during COVID-19, a clear example of that, fast-paced, changing need.
Pandemic support
COVID-19’s impact on hospitality was well documented in the media. Our sector was hit hard, the first into lockdown and the last to re-open. Since the start of COVID-19 the Licensed Trade Charity is proud to have helped over 120,000 people and given over £3.3million in grants and services.
We have built good relationships with operators opening channels of communication that give our industry insight to shape our services, and in return sharing our own intel to support staff welfare planning within those organisations.
When COVID-19 hit, we listened and adapted, and made sure our services were relevant to the situation as it changed. So when the Government said that hospitality needed to close its doors, individuals working in the sector had no idea how they were going to pay their bills and lockdown started for many with immediate money worries. Our response was speedy.
What we did:
- We adapted our application process to ensure grants could be paid more quickly and launched a digital process to support that.
- We focused on short term hardship grants, given as digital shopping vouchers to enable people to buy food and necessities, and use their own money for rent and utility bills.
- We spoke to operators and offered our services to deliver their team member support funds and five took us up on the offer.
- We recruited colleagues who were furloughed in our schools to upscale the department and, in those first few months of lockdown, we processed almost 4,000 applications. This was a considerable uplift as prior to COVID-19 we processed an average of around 50 applications each month.
Protecting jobs
After the Government announced its plans for furlough and some level of financial stability was re-established for many, their focus changed to job security. Many worried about losing their job, especially as at that time no-one knew how long it would be before hospitality would reopen. Again, our response was speedy.
We partnered with several organisations – Hospitality Jobs UK (HJUK), CPL and Renovo – to deliver employment support services
In collaboration with Hospitality Jobs UK we created webinars that offered advice on CV writing, interview skills and job search. With CPL we offered training packages to update skills, and with HJUK and Renovo we provided intensive job search support for those who lost their job and needed help securing another.
Promoting mental well-being
As the sector moved into 2021 and settled into the next lockdown we saw an increase in calls for help with mental well-being.
Prior to the pandemic, 40% of calls to our helpline were for emotional support with 60% for practical guidance. In 2021, we reported a massive shift with almost 70% of calls for emotional help and access to our counselling services.
We have offered in the moment emotional support through our helpline for a long time and, if needed, subsequent telephone face to face counselling.
In this third wave of changing needs, we saw couples, families and housemates spending more time together than ever before during lockdown, putting a strain on many relationships.
In response to feedback we introduced couples and children’s counselling through our partnership with Relate and the demand for those services has been greater than expected.
Since 2019 we have been delivering mental health training for licensed drinks trade managers, supervisors and team leaders. These were delivered, free of charge, as one day, in person sessions to give those leaders the confidence to support their teams. We adapted those to run (still free of charge) as 2-hour online sessions that focus on first the most common mental health issues and second, practical hints and tips on managing conversations about mental wellbeing with staff and where to signpost.
Launching our app
We also launched the licensed trade charity app. Free to download, it has recognised that people who work in hospitality are busy, and for many supporting their own financial, physical and emotional well-being is low on their list of priorities
The app gives users direct access to our support, in their pocket, at a time that suits them. With one touch they can access our helpline and speak directly to an information specialist or a counsellor.
Looking ahead
Speaking and listening to operators and individuals gives us a unique and valuable insight into the challenges people in this sector face.
We are passionate about what we do. Our first and most important objective is always to reach more people that could benefit from our help. We are honest. If we do not have a service or we cannot help an individual we will say so, but you can bet we will do everything we can to find a way to help and we are proud of the relationships we have built and the work that we do.
We are #ProudToBeLicensedTradeCharity
Written by Paula Smith, Head of Marketing