Drinks body launches sponsorship code

A host of UK drinks producers, venues and retailers have agreed to abide by a new code enforcing the promotion of responsible drinking at sponsored events.

Henry Ashworth, chief executive of the Portman Group.

The Portman Group, the responsibility body for drinks producers in the UK, this week launched the Alcohol Sponsorship Code which will bring together the widest ever partnership of drinks producers, retailers, rights holders and venues to support the promotion of responsible drinking.

The new code regulates alcohol sponsorship agreements in the UK and introduces a new commitment for all drinks producers to promote responsible drinking when sponsoring events.

Henry Ashworth, Chief Executive of Portman Group, said: “This is another important gear change in partnership working to promote responsible drinking. I am pleased that the new Code has been endorsed by the UK’s leading sports and music bodies. Alcohol companies will have a binding commitment to promote responsible drinking – this represents an intelligent evolution of a highly respected Code and shows that we are constantly raising the bar when it comes to responsible alcohol marketing.”

Organisation which have already endorsed the code include AEG, Association of Independent Festivals, British Horseracing, Business in Sport and Leisure, DF Concerts, England and Wales Cricket Board, European Sponsorship Association, Football Association, Rugby Football Union, Rugby Football League, Lawn Tennis Association, Premier League, Scottish Golf Union, Scottish Rugby, and the Sport and Recreation Alliance.

As part of the agreement, many companies will be compelled to introduce new measures to promote responsible drinking at events and to better train its staff on responsible service and the effects of excessive drinking.

Responsible drinking messages will also be featured on promotional materials more prominently and frequently.

UK public health minister, Jane Ellison MP, said: “It’s important that all in industry, from alcohol producers to sports and cultural venues, do all they can to promote responsible drinking. I am pleased to see strong support for the new Alcohol Sponsorship Code from industry, sport and music bodies. The code will help to make sure that alcohol is not promoted to anyone aged under eighteen.”

To view the sponsorship code click here.