Beadles: Consistency is the key

The Wine and Spirit Trade Association has called for an end to the scattergun approach to alcohol policy in the UK and for the government to invest in education and enforcement in an effort to tackle the problem of alcohol misuse.

Speaking at today’s WSTA annual conference in London, chief executive Jeremy Beadles told attendees that a more consistent approach to the issue from the authorities is vital for both the public and the alcohol industry.

When speaking about whether a change of government would be beneficial for the sector, Beadles said that, while recent conversations with Conservative sources have been positive from the industry’s perspective, “all politicians react to the Daily Mail”.

Beadles said: “What I would be looking for from a new government is consistency in approach.

“Since Labour came to power in 1997 we have seen more than 40 different policies brought in to battle the alcohol problem.

“What I want to see is a real focus on education and enforcement, so people are aware of the dangers and consequences of alcohol misuse.”

Beadles said that the extreme nature of the arguments put forward by the anti-alcohol lobby, such as the British Medical Association, is causing the true argument to get distorted as such arguments are countered by equally extreme rebukes.

He highlighted the fact that various external factors, such as religion, are being brought into the debate, creating a polarisation of the argument. One example was the quote from Alcohol Concern, which said: “A total ban on alcohol here would be going too far. Some muslim countries have outlawed booze, but a total ban here is a disproportionate measure.”

Beadles said such arguments were forcing the debate away from the real issues at hand. “We are not looking at the things in the middle,” he said.

“We must ensure we tackle the problem rather than just make legislation to make people look good.”

Of the various issues facing the industry as it seeks to consolidate as Britain ekes its way out of recession, Beadles feels the issue of online age verification presents one of the most challenging obstacles.

“Legislation in this area is particularly unclear,” he said. “For example, it is legal to deliver alcohol to somebody under the age of 18 provided it was purchased by somebody over the legal age.

“None of the systems currently in place are foolproof. We are talking to banks about ways in which they may be able to assist in buyer verification, but this will take a very long time.”

Beadles also railed against point of sale health warnings, claiming that people will soon start ignoring them if they become too prevalent.

“We have to ensure we use POS health warnings for the right reasons,” he said. “Research suggests blanket health warnings are the worst thing you can do because soon enough people become immune to them, rejecting the message.”

He went on to discuss the situation in Scotland, where the ongoing debate about minimum pricing is threatening to blow up once again.

“It’s all going to get a bit lively again at the end of October when the Alcohol Bill goes before Parliament,” he said.

He highlighted the farcical scenes since the introduction of the alcohol code in Scotland which have seen police officers try to close down perfectly legal outlets because they have not yet received their licence in the post and spoke of the absurdity of the notion that local authorities could have the power to raise the minimum purchasing age in the off-trade to 21, claiming that people would not understand why they could buy a drink in one shop but not in another one further down the road.

Throw minimum pricing and restrictions on promotional and marketing activity into the mix and Beadles believes the measures would effectively create two markets – the English one and the Scottish one.

“I foresee legal challenges from both exporters and importers,” he said. “The Office of Fair Trading has said the measures would be anti-competitive and would create two different markets in England and Scotland.

“It is all going to rest on where the Labour Group ends up on the issue, with the Scottish National Party only enjoying a minority government.”

Alan Lodge, 16.09.2009