The return of the MA's responsible retailing campaign - all you need to know to get involved

Building on the success of last year's event, the Morning Advertiser is bringing back its Responsible Drinks Retailing initiative to recognise the trade's work in combating antisocial disorder and binge-drinking. JO de MILLE explains how you can take part

What is RDR?

RDR stands for Responsible Drinks Retailing and was launched last year by the Morning Advertiser and its sister publication OLN (Off Licence News) as a reaction to the Alcohol Harm Reduction Strategy which the Government introduced in March 2004. The idea was to find examples of good practise in the trade, to highlight the great work being undertaken by the industry. The campaign won the Britvic/PPA Food and Drink Campaign of the Year Award in 2004.

Why was it launched?

MA publisher William Reed launched the campaign in response to negative press coverage blaming binge-drinking and anti-social behaviour on the drinks industry. The aim was to highlight the fact that 90% of the trade is socially responsible and show politicians and the national media that the trade is working hard to get its act together.

How does the campaign differ from last year?

Whereas last year it was purely an awards campaign to find the best examples of responsible drinks retailing, this year we have taken it to another level. As well as the awards, new this year is the RDR scheme, which any licensee is invited to sign up to and which is designed to show they are a responsible drinks retailer.

How does that work and how would it benefit my pub?

By getting involved in the scheme, you are giving yourself the chance to win a responsible drinks retailing award excellent kudos for your pub.

And for every pub that signs up to the scheme, the Morning Advertiser will contact its local authority and/or police to inform them that the licensee is acting as a socially-responsible drinks retailer.

Pubs that sign up will also be given door stickers and PoS material to communicate to customers that they believe in responsible drinks retailing and everything this involves for instance, not selling alcohol to under-18s, and asking people who look like they're 21 or under to provide some form of ID.

And by just being a part of the scheme you are more than likely to get exposure in the magazine, showing other readers what you are doing to combat anti-social behaviour in your pub, even if you don't win an award.

Why get involved?

The only way to address the issue of responsible drinking is for the whole of the trade to work together. If this doesn't happen, RDR won't work, and, ultimately, it will be the pockets of the trade that feel the effects. And it couldn't be easier to sign up for the scheme all you have to do is contact us via the website www.rdr05.co.uk or call Liz Cousins on 01293 610236. She will send you an RDR pack and make a call about your involvement to the local authority or police.

How long is the campaign running for?

The campaign is running from now until November this year, culminating in a prestigious awards event at the Sheraton Hotel, Park Lane, London. Politicians, local authority leaders, national media, as well as key people from the drinks industry will be there to see for themselves the highlights of what has been achieved.

Is the scheme sponsored by anyone?

Yes it is the line-up of sponsors includes Bacardi Brown-Forman, Britvic, Constellation Europe, Diageo, Heineken and the Sky Pub Channel. And, after the success of last year's inaugural event, the campaign now also has the full backing of the Home Office.

How can the MA prove that all its RDR participants are responsible drinks retailers?

While registering each participant with their local authority or police raises the pub's profile, if a pub isn't applying the basic principles of responsible drinks retailing, the local authority or police can inform the Morning Advertiser, which will remove the pub from the scheme.

Who won the awards last year?

Winners in 2004 were:

Managed-chain category winner: Mitchells & Butlers, Birmingham

Tenant/lessee category winner: Shara Lyons of the Boat Inn, Loughborough

Pubco-chain category winner: The Union Pub Company, Burton-on-Trent

Independent operator category winner: Hugh Brooker of RSVP Bar, Bath

How will the Morning Advertiser help licensees who join the campaign?

We will be looking at practical steps to combat and achieve social responsibility in a number of forthcoming features in the magazine. Issues are likely to include pieces ranging from staff training and managing trouble spots, to making sure customers feel they are in a safe and friendly environment. As part of this, we'll showcase examples of how licensees achieve these aims.

What if I miss out on one of the features?

All RDR information will be archived on the RDR website www.rdr05.co.uk so you can go back to anything that's of interest. There will also be links to other sites that give tips on how to make the most of social responsibility.

Three ways to take part in the RDR campaign

1 Enter for an award. To do this simply download the entry form from the website www.rdr05.co.uk or call Liz Cousins on 01293 610236. The winners will be announced at a prestigious ceremony in November.

2 Register for an RDR pack to join the RDR scheme. The pack contains PoS material and also an application to apply for an award. Again, call Liz Cousins on 01293 610236. After sending out the pack, we will also call your local authority or police to let them know that you are involved in the scheme.

3 Visit the website www.rdr05.co.uk for more information on ensuring that you are a responsible retailer or follow the series of articles that will appear in the Morning Advertiser.