Cards will be distributed to training providers, licensees, pub companies and security firms supplying door supervisors for the late-night sector.
The training cards are intended to help staff recognize the PASS hologram, which shows that the card is genuine. The cards can also be ordered from PASS.
Heineken’s head of public affairs Fenella Tyler said: “Heineken in the UK is committed to supporting programmes which aim to combat alcohol misuse and promote responsible drinking. Preventing underage sales is a key priority for UK alcohol retailers, and as the UK’s leading brewer and cider maker, we too realise that we have a duty of care to our customers.
“As a major supporter of Best Bar None, the national award scheme which incentivises responsible on-trade alcohol retailing, we saw this initiative as another great way to raise awareness of underage drinking and to help retailers be confident that they are not selling alcohol to any underage customers.”
Robert Humphreys, chairman of the PASS board, added: “PASS is extremely grateful to Heineken for sponsoring this much needed training tool. We encourage all pubs and clubs to redouble their efforts to ensure that all staff, and especially any door supervisors employed at their premises, are trained to accept PASS cards.
“We would also urge pub operators that employ security staff to make acceptance of PASS part of their contract. Otherwise they are needlessly turning away legitimate customers which makes no business sense in the current difficult trading conditions.”