Supporting Communities – the Drink Sector’s Response to the COVID-19 Pandemic
The outbreak of the coronavirus pandemic brought with it a set of grave and unforeseen challenges for people the world over. The imposition of lockdown and consequent shuttering of pubs, bars and clubs meant that the alcohol industry was uniquely challenged. Throughout, the industry has stepped up to responsibly respond to the needs of its staff, communities, and the public. The reach of their efforts has been staggering with pubs and producers supporting the NHS, charities, communities, and hospitality staff. This has been done in a robust and considered manner ensuring the industry’s commitment to supporting those affected by the pandemic has remained at the core.
As the social responsibility and regulatory body for the sector, the Portman Group is uniquely placed to draw on the work and achievements of the diverse bodies, charities and companies involved in alcohol.
Last year, we ran a blog series, working with key players in the alcohol industry, to highlight the lessons learned during the first lockdown and next steps for the future. As we publish the Supporting Communities – the Drinks Sectors Response to the COVID-19 report, we are conscious that we have not reached the end point for COVID-19. Normality is still at a distance but it is still worth taking time for the sector to share its best practice. It will allow others to be inspired by the activities of the industry and adopt the ideas to help respond while restrictions are still in place.
This blog marks, not only the launch of our report, but also our second blog series on the COVID-19 response. We will be sharing bi-weekly case studies from those across the industry who have played an integral role in the relief effort.
Hands – Sanitiser production
One of the first challenges the industry stepped up to help solve was the shortage of hand sanitiser in the UK. At the start of the pandemic, hospitals, care facilities, businesses and homes were crying out in desperate need of sanitiser, following a 255% increase in demand (Kantar, February 2020).
Across the industry, producers donated high strength ethanol and turned their hands to creating sanitiser. The Scotch Whisky Association led the coordination of the work and provided an online hub to link whisky distilleries with related industry suppliers. It resulted in the donation of 1.5 million litres of ethanol a week at the peak of production – enough to supply each UK household with a bottle of sanitiser every week.
Face to Face – keeping communities connected
Local pubs across the country played a huge role as community hubs and lifelines to those living in isolated areas or conditions. From organising volunteers, raising money, donating food, and operating takeaway services pubs continue to offer support to local communities in this third lockdown.
To give just a few examples of the great support provided by pubs everywhere, the Cross Keys in Leicestershire delivered the Mother’s Day lunches they had going uneaten in their kitchen to families in the local area instead. The Brawn’s Den in Durham donated their surplus stock to food banks and the vulnerable. Pubs including The Horse & Jockey in Melling, The Clifton Arms in Blackburn and the Plough & Harrow in Leytonstone also took measures to help the relief effort.
Portman Group members have also donated money, time, PPE and low and no alcohol products to NHS trusts, charities, and food banks to ensure the vulnerable are supported.
Space – looking after pubs
Multiple pub closures have meant that these crucial community hubs are under threat of permanent closure. In order to protect pubs, many producers offered rent concessions, replaced unused kegs and provided protective equipment to publicans to help alleviate financial pressures.
Organisations, including the Society of Independent Brewers Association and the Wine and Spirits Trade Association, created online hubs to provide key advice for keeping pub businesses afloat. Furthermore, organisations such as the British Beer and Pub Association and UKHospitality have been making the political case for increased support.
Space – looking after teams
Staff and workforces have also faced struggle throughout this time. Many bartenders have found themselves out of work. The industry donated time and money to ensure that staff were supported both financially and emotionally.
Charities such as The Drinks Trust provided direct frontline support to thousands. From education and well-being seminars to the 24-hour advice helpline staffed by clinically trained psychotherapists they provided bartenders with practical help. They ran campaigns including the ‘virtual tip jar’ and the ‘Shaken not Broken’ initiative which has allowed individuals and organisations to continue to donate to out of work bar staff throughout the pandemic.
Space – looking after the public
By becoming COVID-19 secure during the periods in which licensed venues have been able to reopen the industry has taken every possible step to ensure that pubs became safe, and socially distanced environments. They have been supported by member bodies and producers who stepped up to educate publicans on the guidelines.
Consumer behaviour
Reassuringly the evidence shows that the majority of drinkers continued to drink moderately and consumed the same or less alcohol as before the lockdown, with over a quarter reducing their intake. The sector is conscious of the small minority who drink at harmful levels and continued their support of charities helping people to assess their risk and seek professional support. This section explores these issues further.
Both Club Soda and Drinkaware launched supportive campaigns to offer help and guidance for the small minority who are concerned about their own drinking habits, or the habits of someone they know. These educational campaigns were tailored to specifically address lockdown-related concerns such as job loss and isolation.
With the pubs shut overall alcohol sales fell, despite an increase in retail purchases. The lockdowns also saw the acceleration and advancement of long-term alcohol trends with increased online sales. There has been nearly a third increase in the sales of low and no products and consumers buying less, but premium alcohol.
The work continues
The work demonstrated in this report shows the continued effectiveness of the self-regulatory model and the industry’s commitment to social responsibility. Despite the weight of enormous pressures, the sector has consistently stepped up to support its community, both internally and externally. The report emphasises the value of the industry, and the sector’s own need for recognition and support as the pandemic continues to pose massive challenges to the sector. While the pandemic continues, the work of the alcohol sector to support our communities will continue.
Read the full report here:
Portman Group submits response to new Northern Ireland substance use strategy
The Portman Group has responded to the Northern Irish Government’s proposed new Substance Use strategy. As the UK alcohol industry regulator and social responsibility body, we principally addressed the alcohol harm perspective, but also sought to highlight the role that polydrug use (using one of more substance at a time) can play, especially for those drinking at the heaviest and most harmful levels.
We recognise the wider harm that illicit drug use and alcohol misuse causes to individuals, families and society at large. We know that for every person who is managing a problem, there are friends and family who will suffer with them. However, we believe that the Northern Irish Government should be proud of the progress over last decade in tackling harm. As they rightly recognise in their consultation document:
- The moderate majority – four in five – Northern Irish adults report drinking within the lower risk CMO guidelines. This is amongst the highest in the UK[i];
- Since 2010/11, the proportion of those drinking above 14 units a week has fallen from 25% to just 17%, down by nearly a third (32%). This splits to men – from 37% to 26%, a 30% fall; women are down a substantial 40% from 15% to 9%[ii];
- The proportion of 11-16-year olds to have ever had an alcoholic drink has declined by 50%, from 57% in 2000 to 29% in 2016[iii];
- There has been a 6% decline in alcohol-related hospital admissions rates in Northern Ireland over the last eight years[iv];
- The hospital admission rate for alcohol-related causes has fallen over the last eight years, from 719 admissions per 100,000 of the population in the period 2012/13 to 2014/15 to 673 admissions per 100,000 in 2016/17 to 2018/19[v];
- Alcohol related incidents of ‘violence against the person’ has declined from 47.1% to 33.6% (-28.6%) between 2012/13 and 2019/20 as a percentage of all recorded crime[vi];
- The number of alcohol-related public-order offences have declined from 214 in 2012/13 to 136 in 2019/20 – a fall of 36%[vii].
That said, we recognise the continuing toll that alcohol misuse takes on hospital admission and preventable deaths. We believe that policies targeted at the heaviest drinkers, who are most likely to be admitted multiple times for alcohol-related issues and place a strain on services, would have the most appreciable impact on reducing harm.
Furthermore, unlike illicit drug use, and taking into account the moderate majority of drinkers in Northern Ireland, we believe the best approach to tackling alcohol-related harm are measures focused on reducing harmful alcohol use than alcohol consumption per se.
Our response therefore supports those measures proposed by the Northern Irish Government targeted at those drinking at the heaviest and most harmful rates and which seek to address the complexities underlying their drinking.
These include proposals seeking to increase the accessibility and effectiveness of alcohol and drug services and taking a joined-up approach across health, community, homeless and mental health services.
You can read our response in full here:
[i] Health Survey for NI, December 2020
[ii] Health Survey Northern Ireland, December 2020
[iii] NI Young Persons Behaviour & Attitudes Survey, September 2020
[iv] NI Department of Health, March 2020
[v] NI Department of Health, March 2020
3 Years of Responsibility – reviewing the Code, changing Chairs and making decisions
Core to the Portman Group’s work is the regulatory function which ensures the alcohol industry is kept as responsible as possible and that the self-regulatory model within which it operates runs successfully. Today, we publish the Regulating Through Change report exploring our work over the three years from 2018 to 2020.
New Code
It has been an exceptionally busy period marked by a number of key successes. One of our major projects for 2018 to 2020 was the consultation, launch and embedding of the latest edition of the Code. The Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks was subject to an extensive update and is now in its sixth edition. Reflecting societal changes, it includes new rules, revised guidance, and clarifications regarding the explicit protection of the vulnerable, prevention of widespread or serious offence, illegal behaviour and, changes in mood or behaviour. It also responds to the Chief Medical Officers’ change in low-risk drinking guidelines by re-establishing guidance relating to single-serve, non-resealable containers.
Following the change in the Code, we carried out an independent audit of the market which assessed consumer-facing products against the new version. The audit found the industry to be 95% compliant, a significant number highlighting the willingness of the industry to accept and embrace the Code. This confirmed a significant increase in compliance since the previous audit, carried out in 2012, which delivered 92% compliance. The 29 products which were questioned were each reviewed and resolved with the appropriate resolution.
New Chair
The Independent Complaints Panel, which reviews complaints about products, is decisively independent. It strives to make decisions that will ensure the industry remains responsible, even in the face of new challenges and changes in the wider market.
In 2020 we said goodbye to Jenny Watson CBE as Chair of the Panel. For seven years, she presided over numerous decisions and worked under both the fifth and sixth editions of the Code. With Jenny’s tenure coming to an end, we welcomed Nicola Williams, an experienced barrister and ombudsman, as our new Chair. In her own words “I am conscious of the duty of the role and committed to being a part of the system that keeps the alcohol industry socially responsible within the context of a strong self-regulatory model.”
New decisions
The Panel reviewed 43 cases and upheld 58% of these. Included in their many decisions was the review of a complaint on alcohol sponsorship and the first regarding a press release. The Panel have seen a number of trends within the alcohol industry, notably the continued rise of nostalgia marketing, as they continue to handle numerous complaints on the issue of particular appeal to under-18s.
The report also delves into some of the complaints that have come about as a direct result of revisions made to the Code as part of the publication of the Code’s sixth edition. Crucially, this new edition brought about updates to the guidance surrounding immoderate consumption and included explicit protection of the vulnerable and a new rule preventing serious or widespread offence.
New Advice
Regardless of the size of producer, we are committed to working closely with them to ensure they understand the Codes and reflect this in the presentation and marketing of their products. This is done through free, confidential and impartial advice. In the period covered by the report, over 1,300 pieces of advice were issued, with over 1,200 people trained on the rules.
The value of this to the industry is demonstrated by the compliance shown in the audit results, as well as the continued commitment of our members and over 130 Code Signatories.
The three-year report spans this content and more. It gives an inside look into the workings of the Regulatory Affairs side of the Portman Group, as well as the Panel.
The work demonstrated in this report shows the continued effectiveness of the Code and the self-regulatory model within which the alcohol industry operates. Once again, the sector has shown a commitment to social responsibility and upholding the rules and guidelines set out by the Portman Group.
Download the report:
Latest Portman Group survey shows UK consumers turning to low and no alcohol in droves, as drinkers seek to moderate
The low and no alcohol category has witnessed phenomenal growth over the last decade. Today the Portman Group will be co-hosting with the Department of Health and Social Care an industry roundtable to explore what potential action can be taken to further promote low and no alcohol options as a useful moderation tool for drinkers, with our latest research highlighting the extent to which these products have already been enthusiastically adopted by UK drinkers.
In its third annual survey looking at low and no alcohol alternatives, the Portman Group commissioned YouGov to gain a better understanding of how the UK public view and use these products to feed into today’s roundtable.[i]
The survey of 2,100 adults across the UK found that two-thirds (62.5%) of all UK adults had at least tried a low and no product. However, the results indicate that use is being driven by current alcohol drinkers, with over two-thirds (68%) at least trying a low an no alcohol product and a quarter (25%) are semi-regular consumers (often/sometimes) – puncturing the myth that these products are only for non-drinkers.
Low and no drinkers said that these products appeal to them because it enables them to drive home and not drink excessively at social events – reinforcing existing responsible drinking and moderation trends.
These same consumers have also expressed a desire for these products to be cheaper, to have more recognisable brand variants and greater availability in both shops and pubs, bars and restaurants.
In contrast, when asked why they have avoided trying a no and low product, non-consumers cite concerns surrounding poor taste, not wanting to drink any ‘alcohol-like’ products and thinking these products are only aimed at those who can’t drink / want to give up as barriers to them trying a low and no product.
When examining the impact of COVID-19, the survey results suggest a fifth of existing semi-regular consumers have increased their consumption of low and no alcohol. With these consumers saying they are trying to live healthier, moderate their alcohol consumption at home as well as reduce their overall alcohol consumption.
Rising sales reflect consumer enthusiasm
These results fit into a broader picture of continued growth for the category, with retail sales rising 506% between 2014 and 2020, including a 30% year-on-year increase from 2019 to 2020[ii]. Immediately prior to the first Government-imposed lockdowns in March 2020, low and no alcohol retail sales rose 32.5%, as British consumers stockpiled these products alongside other everyday essentials in anticipation of staying at home[iii].
Furthermore, whilst overall alcohol sales fell in 2020, with the widespread continued closure of UK pubs, bars and restaurants, the consumer insights firm ISWR has predicted that the low and no category will remain resilient and continue to grow a further 22% by 2024[iv].
Producers leading the way
The growth of low and no alcohol reflects the significant investment made by the industry into improving the range and quality of products on the UK market – with a broad variety of low and no options for beer, cider, wine and spirit-like products.
Recognising consumer desire to see well-known brands, alcohol producers have introduced low and no variants of Budweiser, Heineken, Peroni, Martini, Guinness, Gordon’s Gin, and Thatchers’ cider, as well as investing in new spirit-like brands such as Seedlip and Ceder’s. A healthy craft sector has also emerged, with producers entirely devoted to producing low and no alcohol products, such as Lucky Saint and Big Drop Brewing providing their beers on tap, as well as Stryyk’s ‘Not Gin’ and Hawkes 0.5% ABV ‘Designated Cider’.
Increased moderation amongst UK drinkers
The growth also reflects increasing moderation amongst drinkers. For example, average weekly alcohol unit intake in England has fallen from 13.4 units in 2011 to 12.2 units in 2019, well below the Government’s 14 unit a week guideline[v].
These moderation trends continued throughout 2020, with a Portman Group analysis of polls from March to August 2020 showing that over a quarter of UK drinkers were either actively reducing their alcohol intake or cutting it out altogether[vi]. Separate data from Kantar also highlights that the percentage of drinkers across every age group under 75 has increased from 2018.[vii]
Broader health and wellness trends look to continue well into 2021, with the latest survey from Public Health England suggesting that 8 in 10 adults have decided to modify their lifestyle in the coming year and 7 in 10 saying that they are motivated to make healthier lifestyle changes due to COVID-19[viii]. Furthermore, a record 6.5 million people are estimated to be taking part in this year’s Dry January campaign to go alcohol-free for a month, up from 3.9 million in 2020[ix].
Looking to the future
Our results suggest that the primary consumers of low and no alcohol are people who also drink alcohol. This finding is reinforced by consumer insights from Kantar which suggest that only 2.5% of low and no shoppers in the past year have not purchased alcohol, with the vast majority still also buying alcohol. Furthermore, surveys suggest that on 36% of alcohol-free beer occasions, drinkers also consume an alcoholic beverage.[x] This highlights the important role these products can play as a tool to help people moderate their consumption and drink responsibly both inside the home and out.
However, the category continues to be haunted by outdated myths concerning inferior product quality, poor taste and the misguided perception that these products are only drunk by those who cannot drink alcohol beverages and therefore not for ‘regular or average drinkers’.
Our findings also echo our previous surveys highlighting strong consumer desire for greater availability of more low and no options where-ever alcoholic beverages are sold[xi].
Greater availability, as well as greater education around the quality and benefits of the category as a whole, will help increase growth both in existing consumers and those who have yet to try and a low and no alternative. With continued consumer appetite for new products from both large and small producers, we can remain optimistic that low and no alcohol options will increasingly become part of our shopping baskets and orders in a round.
Download the research report here:
[i] YouGov surveyed 2,100 adults from across the UK online between 14 and 15 December 2020. The figures have been weighted and are representative of all UK adults (aged 18+). All figures, unless otherwise stated, are from YouGov Plc.
[ii] Based on Nielsen data: Telegraph: How Britain became the world’s leading producer of low- and no-alcohol spirits, September 2020
[iii] The Grocer: Low & no alcohol booming as Brits stock up for coronavirus lockdown, April 2020
[iv] Drinks Business: Nolo drinks market to grow 34% by 2024, December 2020
[v] NHS Digital: Health Survey for England, December 2020
[vi] Portman Group: Lockdown and Beyond, Pandemic Drinking Trends, September 2020
[vii] Data kindly sourced from Kantar Alcovision (consumer) data: 12 m/e data to 30th March 2020
[viii] Public Health England: Seven in 10 adults are motivated to get healthier in 2021 due to COVID-19, January 2021
[ix] Alcohol Change UK: 6.5 million people plan to do Dry January 2021, up from 3.9 million in 2020, December 2020
[x] Kantar Purchase panel data | 52 w/e to 27th December 2020 and Kantar Alcovision data |12 m/e to 31st December 2019’
[xi] YouGov / Portman Group survey on Low Alcohol Alternatives 2020, January 2020
It feels very odd to be writing about my own impending departure from the Portman Group.
It’s been three and a half years since I first stepped foot into the office, met the team and settled into this important and challenging role. In that time, we’ve achieved a huge amount – frankly too much for me to summarise here – but there are some highlights that are worth celebrating.
The publication of the sixth edition of the Code of Practice represented a major step forward for the industry. The explicit reference to protecting those who are vulnerable, rather than just those who are under-18, is an important measure that empowers the Independent Complaints Panel and demonstrates the industry’s commitment to minimise the risk of harmful drinking wherever it may occur. Within the same Code, the creation of a new rule covering serious or widespread offence shows a determination to root out the small number of producers who believe the way to create profile or stand out is to offend – but in doing so bring the whole industry into disrepute. The support we received for that new rule is testament to a sector that wants to do better and knows it can.
Possibly most critically, our revised Code brought forward updated guidance that enabled us to re-establish a unit-based threshold for non-resealable, single-serve bottles and cans. The previous voluntary commitment had been underpinned by the old Chief Medical Officers’ (CMOs) guidance and as such, had ceased to be applicable after the low-risk drinking levels were changed. The updated position provides clear and strong rules for the industry, preventing large, high strength, single serve containers returning to the market, while also providing flexibility for producers. To my mind, this is an example of self-regulation working at its best – stepping up promptly to maintain high standards with the support and backing of producers.
Aside from the Code, we have secured agreement from members, back in August 2019, to put updated Chief Medical Officers’ low risk drinking guidance on labels. Again, this was an important step in demonstrating the industry’s commitment to providing consumers with the information they need to make an informed choice around their drinking behaviour. Of course, CMO guidance on labels won’t do this alone but with strong industry backing for Drinkaware, there has never been more information available on how to moderate and drink responsibly.
As an organisation, we’ve welcomed five new members during my time in post – Asahi, Aston Manor, Campari, SHS Drinks and Thatchers Cider. Each has brought with them a knowledge and perspective that has enhanced the organisation as well as providing the scale that gives greater impact. To my mind, there is no doubt that the industry benefits enormously from having effective and pragmatic self-regulation and I sincerely hope that in the years to come others will step forward to show their support.
Of course, the Portman Group doesn’t operate in a vacuum and this year has been like no other. For our members, and many thousands of companies across the country, this has been a huge struggle simply to survive. The hospitality sector, and the businesses that supply it, play a significant role in our economy, employing millions of people and generating tens of millions of pounds in spend. But they also provide a crucial social purpose – one that many people have recognised this year for the first time. Our pubs, bars and restaurants aren’t simply venues for people to go out and eat and drink. In many areas, they are a hub, bringing generations together across the city, town, or village, to socialise, share stories, visit friends, and enjoy good company. This year more than ever before we’ve seen the damaging effect that losing these venues has – hopefully only temporarily – on people’s mental health, happiness, and well-being.
There are, of course, also legitimate, and important debates to be had about how best to curb the harmful effects of alcohol misuse and excessive consumption. My time with the Portman Group has seen the many positive trends in this area show continued improvement. We must build on this sustained platform of success to ensure we continue to move forward positively, as a nation, in our relationship with alcohol. Many of the great successes of the last decade or more have been delivered through partnerships. In the night-time economy, almost every part of the country will recognise the improvements that have delivered a reduction in alcohol related crime, significant falls in alcohol-fuelled anti-social behaviour and record low levels of underage drinking. As a nation, our overall level of drinking continues to fall with four in every five people choosing not to drink or to do so at modest levels. We have some of the highest standards in the world on product labelling and marketing with enhanced education and information for consumers and strict age verification practices.
Yet we know there is more to do. We know that, for a small percentage of the population, alcohol remains deeply troubling and harmful. The 3-4% of people consuming the most alcohol in the UK do so at very high levels, causing harm to themselves, their families and loved ones, wider society and to our NHS. People drinking at this level often face complex, multi-faceted challenges and need support from a variety of avenues. Through interventions such as the Walsall NHS frequent flier’s initiative we know that there are ways to make a difference – but they are difficult, expensive and take time as well as commitment. We must always seek opportunities to do more. I know that this is an industry that takes its responsibilities seriously and will not duck the challenge of finding ways to tackle the problems brought about by those drinking at the highest levels.
Before I conclude, I want to say an enormous thank you to the people who put their heart and soul into making the Portman Group a success. The current team, and many of those who went before them, consistently show great skill, commitment, and determination to ensure the organisation can make a positive difference in this difficult and challenging area. The team consists of brilliant regulators – individuals with a shared passion for showing that self-regulation can consistently and effectively raise the bar on industry standards without causing undue harm to the majority of producers – and highly effective and ambitious communicators, keen to tell our story, demonstrate our successes and make a difference. Our work isn’t easy and there are times when it can feel like the Portman Group comes under attack from all sides but the people with whom I have had the pleasure to work have been individually and collectively brilliant. To them, thank you.
I wish my successor, Matt Lambert, every success as he embarks on his own journey with the Portman Group. I was attracted to an organisation that I believed could make a difference in the right way. Nearly four years on, I know that to be the case and look forward to watching the organisation go from strength to strength.
The Portman Group promotes the UK as an international example of industry best practice in submission to WHO consultation on reducing the harmful use of alcohol
The Portman Group has responded to a recently closed World Health Organisation consultation on the development of an action plan to strengthen the implementation of the Global Strategy to Reduce the Harmful Use of Alcohol, which was first adopted in 2010. As the UK’s alcohol industry regulator and social responsibility body, reducing the harmful use of alcohol is a primary focus and is an essential component of promoting responsible drinking.
We believe that the UK market stands as an international example of industry best practice and the substantial progress that has been made to tackle the harmful use of alcohol in the country. This has been achieved, in part, through the ongoing success of voluntary cross-industry initiatives as well as public-private partnerships implementing public health initiatives.
Whilst there is more work to be done, the progress made so far in tackling alcohol-related harm and ensuring that the moderate majority of consumers drink responsibly should be celebrated. This also reinforces the need for the action plan for the Global Strategy to focus on reducing harmful alcohol use rather than unhelpfully diluting its focus on overall consumption and alcohol use per se, which may undermine the commitment of the strategy to a harm reduction approach.
The success of voluntary measures, combined with a variety of initiatives from the UK Government to tackle alcohol-related harm, also underscores that the action plan should recognise the broad suite of policy options and interventions included in the Global Strategy for reducing harmful alcohol use, rather than prioritising a narrower set of restrictive policies under the SAFER initiative.
The success of industry initiatives also demonstrate that the sector has a serious commitment to tackling harm in the UK and across the world and should continue to be seen as an active and willing partner as part of a ‘whole-of-society’ approach to tackling harmful alcohol use, which should be reflected in the Global Strategy.
Goodbye (for now) to the Portman Group Responsible Actions to COVID-19 blog series
John Timothy, CEO Portman Group
Since September, we have been sharing bi-weekly blog posts from the alcohol-related sector’s major players on the responsible actions they have taken in the fight against COVID-19.
To use an often-quoted phrase, this year has been an unprecedented one that offered up challenges the industry never could have foreseen. While the fight is far from over, across the sector, producers and member bodies alike played their part in supporting colleagues, communities, key workers and even medical efforts against COVID-19.
Responsible consumption and the moderate majority
The Responsible Actions to COVID-19 blog series has been an important hub for organisations to share their experience of the pandemic. Despite what some in the media would have us believe, during lockdown, sales of alcohol fell as illustrated in our stockpiling blog.
We also saw that people broadly continued to drink as they had prior to lockdown. The moderate majority continued to drink within the CMO’s 14 unit low risk guidance and our study commissioned from YouGov in August showed 88% were drinking the same, less or had stopped drinking altogether since the start of lockdown. This isn’t a one-off poll; in the blog an analysis of 22 polls suggests that the moderate majority were consistently drinking the same or less compared to pre-lockdown. Overall, more than three quarters of people drank the same or less compared to before lockdown, with a quarter drinking less and fewer than a quarter drinking more.
Supporting communities and the industry locally, nationally and internationally
While alcohol sales decreased, the industry took this moment to step up and layout road maps of ongoing support on local, national and even international levels. The message from the industry was clear, they were committed to standing together in the face of COVID-19. Our members shared their commitments, including donating over £13 million for projects supporting communities and the sector. The Scottish Whisky Association detail how at its peak, pledges made via their portal totalled more than 1.5 million litres of high-strength ethanol every week – enough to produce a bottle of sanitiser for every household in the UK
The British Beer and Pub Association led the coordination of pubs supporting community-based action. These included The Cross Keys in Coleorton, Leicestershire delivering Mother’s Day lunches to local people and Brawn’s Den in Durham who donated supplies to food banks, who urgently needed this support.
The Scottish Alcohol Industry Partnership (SAIP) outlined the picture in Scotland by explaining their campaign for the safe reopening of hospitality. The SAIP ‘Cheers’ campaign explained the ground rules for keeping venues COVID-secure, such as physical distancing and using contactless payment methods, and used social media to promote these to promote confidence in returning consumers. The UK Spirits Alliance talked through how they led a community-based approach, achieving the donation of hand sanitiser and food. The International Alliance for Responsible Drinking shared more information on the help offered by the wider industry, who leveraged their position to donate money to support hospitality workers and medical research efforts.
Throughout the blog series, our contributors have underscored the time and money they have donated to help those in need during this difficult time. As the trajectory of the pandemic continues to chart an unknown path, the industry will continue to adapt their support and relief schemes.
Help for those most at need
Across the alcohol-related sector, producers and organisations continue to work hard to ensure alcohol is purchased and consumed in a socially responsible way and that people are aware of outlets that offer support and alternatives, should this be something they need. During the blog series, we heard from Drinkaware on the support they have offered to the minority who struggled with alcohol during lockdown, including launching a digital campaign to encourage people to introduce ‘drink-free days’ into their week. Additionally, Club Soda shined a light on alcohol alternatives which have become increasingly popular in what has proven to be a turbulent year. They also pioneered the concept of ‘mindful drinking’ which they have encouraged people to practice as they return to pubs and other familiar routines.
Thank you to our contributors
We would like to take this opportunity to thank our contributors, Drinkaware the BBPA, SWA, UK Spirits Alliance, SAIP, IARD and Club Soda, all of whom authored valuable insights into the myriad ways those involved in alcohol have united in support. Additionally, we would also like to thank our members who provided us with information on their donations to relief efforts and what they have done to support colleagues and communities. We would also like to thank YouGov who have supported us with our extensive research into lockdown drinking trends, the findings of which informed the basis of a number of blog posts.
This isn’t really a goodbye; as the pandemic is ongoing, new restrictions, facts and findings come to light every day. We are continuing to work closely with the wider industry on responses to the pandemic. We plan to keep this series open and to include additional insights as new information and impacts become clear.
Although we will no longer be sharing bi-weekly posts, we will share updates on our social media when new blog posts are uploaded to our website. Thank you for taking the time to read and support the Responsible Actions to COVID-19 blog series. I hope that you have been as impressed as I have been at how the sector, from charities, member bodies, pubs and producers, have come together to provide support at this time of incredible challenge.
Selling safely online
John timothy, CEO Portman Group
Since lockdown restrictions were first imposed earlier this year, online sales have surged to their highest levels in the UK. This represents a third of all retail sales in May 2020, as consumers seek to shop and social distance from the comfort and safety of home.[i] This trend has been as prevalent in alcohol as other FMCG items.
Portman Group guidance to industry on responsible sampling
Here at the Portman Group, we have taken note of the trend to sell through online platforms via home delivery services. As the lockdown came in, our Advisory Service saw an increase in the number of enquiries about how to offer product samples responsibly, to enable consumers to try new products.
We created rapid guidance to aid producers during the time on how to allow for sampling / tasting via online sales. Our 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.
However, we recognise that as promoters increasingly turn to online sales and home delivery under the current social distancing guidelines traditional forms of age verification may not be possible.
Of course, it’s not unusual for alcohol to be delivered to people in their homes as part of their grocery shopping, and retailers will ensure that they do not sell alcohol to under-18s through their home delivery services. However, when a product sample is offered for free, on request, and delivered to the doorstep, there’s a risk that it might be supplied to under-18s.
Whilst, most deliveries are contact-free, if companies want to send samples to consumers at home, then they should make sure that they have a reliable way to check the age of the person who receives the sample.
If they feel that they cannot do that at the moment without breaking the social distancing guidelines, we advise that these companies should delay their promotions until they are able to do it responsibly.
The wider context
This is an issue that the industry is alive to, as illustrated by the responsible way in which many companies reach out to our Advisory Service and follow Portman Group guidance when developing promotions.
Reassuringly there is little evidence that many young people are trying to obtain alcohol online, although this remains an area with limited official data. The latest Government data from Northern Ireland suggests that only 0.4% of minors who had ever had an alcoholic drink had bought alcohol online, [ii] .
It is illustrative that alcohol retailers, producers and delivery companies take the risk seriously have actively invested in systems to ensure that alcohol does not fall into minors’ hands. Yet it is an area of developing policy and the sector is busy working through potential elements to online sales to anticipate changes and respond with suitable safeguarding tools.
The alcohol industry takes the issue of combatting underage drinking seriously
At a global level, the International Alliance for Responsible Drinking is developing global standards for the online sale and delivery of alcohol as well as further measures with the major digital platforms and the use of influencers. This is part of ongoing efforts to prevent minors from seeing online alcohol marketing as well as steps to give all users the choice whether they see alcohol marketing online.[iii] Furthermore, the industry in the UK is also continuously exploring how to strengthen systems to ensure sales to minors do not take place, as can be seen in the development of new digital age verification standards by the National Proof of Age Standards Scheme (PASS).
In the UK, the nation’s retailers work through the Retail of Alcohol Standards Group. They have published guidance to help companies responsibly sell alcohol online and deliver to homes. This includes calling for delivery drivers to be trained to operate Challenge 25 – seeking age verification from anyone who looks under the age of 25.
The future
Whilst the initial evidence suggests that this issue has not proved to be a significant problem, it is reassuring that the sector continues to act responsibly and plan for the future. We can already see many in the sector actively developing measures to take advantage of new technologies to continue to ensure that alcohol isn’t sold to minors, whether that is through online sales or point of purchase.
Once again, the circumstances of COVID-19 have shone a light on consumer behaviour. It is clear that the sector takes it responsibilities to preventing under-18s from consuming alcohol seriously and ensuring that best practice and guidance keeps pace with trends.
[i] Office for National Statistics: Shopping may never be the same again, June 2020
[ii] Northern Ireland Department of Health: Young persons behaviour & attitudes survey, September 2020
[iii] IARD press release, January 2020 / IARD press release, November 2019
No-alcohol products – Mindful drinking in lockdown
Laura Willoughby MBE, Co-founder, Club Soda
The impact of COVID-19 and the lockdown seems to have had quite a varied effect on people’s drinking habits. For some, the understandable stress and anxiety has led to an increased intake of alcohol. For others, the change in lifestyle has given them the opportunity to make changes to their lives, including taking control of their drinking.
A study by Alcohol Change showed that a considerable number of people (7%) have stopped drinking completely during lockdown – that would equate to over three million people! Yet our own study at Club Soda showed that more than half of respondents (57%) were drinking more than they had prior to lockdown.
As lockdown eases, and pubs, bars and restaurants have reopened, people are now facing the challenge of maintaining their new habits of moderation. This was summed up by a participant in our survey who said:
“It is easier in some ways because there are no bars open and no going to restaurants. I am just past 90 days sober so the re-opening will present more of a challenge for me.”
With things returning to normal, it is easy to return to familiar patterns, especially when you feel like you have been deprived of things for a while. Understandably going to the pub might be one of these. It is important to remember that it is possible to drink mindfully whilst visiting pubs, bars and restaurants. In fact, it can even be enjoyable to do so!
Choosing to stay alcohol-free or moderating your drinking when at the pub is a good way to stay aware of social distancing. As the police said, it is ‘crystal clear’ that people struggle to social distance when they are drunk. By drinking mindfully when you are out and about, you can help keep yourself and those around you safe.
Long gone are the days of being forced to have a sugary fizzy drink when choosing not to drink alcohol. Now, many venues will offer a range of non-alcoholic options, including beers, spirits and low sugar soft drinks. The Club Soda Guide is our resource to help you find locations in your area which are great places for mindful drinkers. By searching by your location, you can see the list of options that the venue serves, and how it scores out of five.
If the venue you are visiting is not listed on the Guide, it can be worth looking up their website or phoning ahead to see what non-alcoholic drinks are on offer. This helps you make a plan before you go.
Planning ahead can be a key technique to drinking mindfully when you’re out and about. It is easy to head out with good intentions, but then feel panicked into choosing an alcoholic option once you reach the bar. Knowing which non-alcoholic drink you are going to have before you arrive helps you stick to that decision.
It can sometimes be confusing about what counts as a non-alcoholic drink. Many non-alcoholic substitutes will be listed as 0.5% ABV, but not necessarily described as alcohol-free. This is because English labelling laws state that a drink has to be below 0.05% ABV to be labelled alcohol-free. However, this differs from most of the rest of the world which counts anything below 0.5% in that category. You can rest assured that a 0.5% ABV drink will not get you drunk.
You also do not have to necessarily drink a non-alcoholic option to drink mindfully. There are an increasing number of new drinks, particularly beers, that are ‘low’ ABV. These tend to be below 3% and are a great way to make sure to stay in control of your drinking, if you are more interested in moderating than having a sober night. Lower ABV drinks help you pace yourself, allowing you to enjoy your night for longer.
For many pubs and bars, it is important for them to recognise that their non-drinking customers exist. If you want to call out a venue near you for not having a good selection of non-alcoholic options, or praise one which has done well, we have developed a set of ‘nudge cards’ which you can leave.
This helps venues recognise that there are people visiting them who are choosing not to drink alcohol, which can encourage them in the future to stock even more non-alcoholic options. You can also nominate any great venues you discover to be included on our Guide, which helps other people in your area drink mindfully too.
Finally, if you are looking for some support in learning how to drink mindfully, we offer a number of different courses which can help you discover how to change your relationship with alcohol in a way that works for you.
Reflecting on seven years as Chair of the Independent Complaints Panel – Jenny Watson CBE
It has been a fascinating experience to have served as Chair of the Independent Complaints Panel for the past seven years, helping to apply the high standards of the Portman Group Code of Practice across the industry and ensuring that irresponsible or inappropriate products are either rebranded or removed from shelves if they fail to comply.
During my time in post I have overseen complaints under two new editions of the Code, most recently last year with the publication of the sixth edition. This brought significant changes to the rules and helped to further strengthen the Panel’s role. Many of these changes reflected the ways in which societal attitudes and expectations have evolved. The updated Code introduced a new core principle to protect the vulnerable, which the Panel had suggested and is a welcome addition. The Code also included a new rule on serious or widespread offence. I’m pleased that the Portman Group has been able to strengthen the guidance on immoderate consumption and there was widespread support for modifications to the rules around avoiding encouraging illegal behaviour and implying that alcohol can change mood or behaviour.
The Portman Group recently published the findings of its independent audit of market compliance with the new Code. It showed 95% adherence to the strengthened rules, and it is clear that many producers in this industry start from the standpoint of wanting to behave responsibly and do the right thing.
I wanted to share a few broad but important reflections on my time leading the Panel:
Products having particular appeal to under-18s
The Code of Practice is framed to ensure that products are only marketed in a socially responsible way and only ever to over-18s. Despite this, many of the complaints brought before us still concern whether a product is deemed to have a particular appeal to children. The emphasis is on the term ‘particular’.
At the Panel, we have sought to consider each complaint we receive seriously, on its individual merit, and, when necessary, have sought external, professional advice to better understand aspects of design aspects that can appeal to children.
We continue to see a rapidly changing alcohol industry in the UK, where new, smaller producers are attempting to design their products to stand out from the crowd and attract greater numbers of consumers. Whilst the use of bright colours, cartoonish imagery or nostalgia may not be a concern in and of itself, we have seen time and again that when used in combination, the overall design of products can be considered to have a particular appeal to under-18s.
We recognise that almost all of these breaches of the Code are unintentional and, in many cases, costly changes to labelling could have been avoided altogether if producers had used the free and confidential Portman Group advisory service when designing their products. I would urge producers – particularly small producers for whom innovation is key – to look at past Panel decisions and to contact the advice team, in confidence and without obligation, to make sure that they don’t make the same mistakes.
Immoderate consumption
At the Panel, we also continue to see products which fall foul of the Code by promoting, directly or indirectly, immoderate consumption.
As Chair, I asked the Secretariat to the Panel to commission regular polling to gain an insight into how people drink and what impact container size and shape has, if any, on their choices. This provided a broader perspective than that of individual panel members, telling us that most UK consumers view beers and ciders with an ABV of 8% in a 500ml can as designed to be consumed by one person in a single sitting straight from the can.
Of course, that doesn’t mean that everyone will consume the product in that way or that it must be deemed to be in breach. But our role is to help the industry to manage risk and ensure individual products don’t bring the whole sector into disrepute. This evidence is extremely important to our decision-making.
We have since seen several single-serve, non-resealable products containing more than four units fall foul of the Code when viewed as promoting immoderate consumption and making a virtue of their higher strength which could have particular appeal to vulnerable consumers.
The Panel cannot seek to limit the commercial freedoms of producers to create higher strength products, but I firmly believe that producers have to work harder to design and market these products in a socially responsible manner.
From society, and responding to societal changes
Finally, I am proud that the Code of Practice and the Panel’s judgements have been able to evolve in step with changes in wider society and taking account of developments in the industry. One of the advantages of self-regulation is that codes are not set in stone but can adapt much more quickly than legislation and the Portman Code of Practice is no exception. The Panel has been able to apply the principles in the Code to many different products and to do so in the context of our changing understanding of alcohol related harm.
It would be remiss of me not to thank my fellow Panel members over the years for their independence and sound judgement. Drawn from a range of areas including education, youth work, the charity sector, legal services, health, marketing, hospitality, and those with previous experience in the alcohol industry – my colleagues have been both professional and motivated by a personal conviction to minimise the risk of alcohol-related harm. It has been a pleasure to work with them all.
I know that the Panel’s work is not always welcomed by those who would prefer statutory regulation. But I have confidence that the Panel will continue to be independent and do its upmost to uphold the Code fairly and effectively, and I will watch with interest to see how their work develops.