2. understanding the key issues f o r u m 2 how can help ... · as part of the wset’s level 1 and...

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AIM Forum AIM Forum –– Thursday 13 Thursday 13thth March 2008 March 2008AIM

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AIM

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The importance of

education, understanding

the key issues, creating

responsible ambassadors

for the industry globally

Ian Harris – Chief Executive, WSET

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1. The importance of education

2. Understanding the key issues

3. Creating responsible

ambassadors for the industry

globally

How can help?


FORUM

2008 The importance of education

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The ‘E’ factor

- education


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How many times has

the word education

been mentioned

today?

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Education,

education,

education.(Rt Hon Tony Blair MP – 1997)


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Source: the Wine and Spirit Trade Association’s opinion research

programme

February 2008

“TARGETED ACTION,

NOT BLANKET PUNISHMENT”

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People reject the solutions being pushed by politicians and health lobby groups

Question: Which of the following measures do you think would

be most effective in dealing with problem drinking?

1. Making parents take more responsibility

2. Cracking down on problem licensees

3. Making the police get tougher

4. Better enforcement of existing legislation

5. Improving education in schools

6. More Government information

7. Better treatment

8. Further regulating advertising

9. Minimum price for alcohol

10. Making pubs and bars close earlier

11. Raising taxes

“I think they should

concentrate on school,

when they first start

getting into alcohol…

People should be able to

make up their own

minds, but they should

be educated about it”


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Education in schools:


PHSE

Ad hoc education depending on

school

B.I.I. Certificate in Alcohol Awareness

– good initiative, supported by WSET

INCLUDED IN CORE CURRICULUM

Biology GCSE module 1 – drugs,

tobacco and alcohol

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Why does it have to be all negative?

Can’t we teach a mixed perspective

about alcohol to under 18s?


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The importance of education

“Reach, teach…..

but don’t preach”

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Understanding the key issues


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Principles of Alcohol Social ResponsibilityPrinciples of Alcohol Social Responsibility

•• Socially responsible companies within the drinksSocially responsible companies within the drinks’’ industry industry

promote the promote the ‘‘Sensible Drinking MessageSensible Drinking Message’’ and and……

••Avoid any actions that encourage or condone drunkenness,Avoid any actions that encourage or condone drunkenness,

drink driving or drinking in inappropriate circumstancesdrink driving or drinking in inappropriate circumstances

••Take all reasonable precautions to ensure people under theTake all reasonable precautions to ensure people under the

legal purchase age cannot buy or obtain alcoholic drinkslegal purchase age cannot buy or obtain alcoholic drinks

••Avoid forms of marketing or promotions with particularAvoid forms of marketing or promotions with particular

appeal to young people under the legal purchase ageappeal to young people under the legal purchase age

••Ensure that all company policies work to support theseEnsure that all company policies work to support these

standards and that all staff are aware of these and are trainedstandards and that all staff are aware of these and are trained

in their application in their own areas of responsibilityin their application in their own areas of responsibility

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“and there is no new

thing under the sun”


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“If a tree falls in a

forest with no-one to

hear it, does it make a

sound?”

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In 1973, before mobile

phones, digital cameras,

eMail and a highly intrusive

media culture, did

drunkenness pass un-

noticed?


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Creating responsible

ambassadors for the industry

globally

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How can help?


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This presentation and its

contents are copyright

and may only be used by

APPROVED PROGRAM

PROVIDERS who are

accredited by WSET to run

the qualifications of WSET

Awards.

It not be reproduced in

whole, or in part, without

the written permission of

the Wine & Spirit

Education Trust

www.wsetglobal.

com

SocialSocial

ResponsibilityResponsibility

Supported by:-

This powerpoint

presentation has been

designed to be

delivered, in the UK,

as part of the WSET’s

level 1 and 2

qualifications:

The WSET Foundation

Certificate in Wine

The WSET

Intermediate

Certificate in Wines

and Spirits

The WSET

Professional

Certificate in Spirits

WSET promoting SocialWSET promoting Social

ResponsibilityResponsibility

• CDRom on Social Responsibility

included in all lower level WSET

courses

• Limited number of multiple

choice questions

• More questions to examine

students’ knowledge of social

responsibility included in

WSET Advanced Certificate

from August 2008 onwards

• Creation of a DVD for all WSET

students, tailored to their market,

and in their own language - with

help from Comité Vins

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The internationalThe international

face of WSETface of WSET®®

c

WSET® DIPLOMA Providers

WSET® Approved Program Providers


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Professional

Certificate

in Spirits

The reach ofThe reach of

WSETWSET®®

Foundation Certificate4,991 candidates in 2006/7

Intermediate Certificate9,992 candidates in 2006/7

Advanced Certificate4,199 candidates in 2006/7

Diploma> 1,000 students

MW

MBAs

Masters

International

Higher

Certificate

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UnderstandingUnderstanding

AlcoholAlcohol

•• Alcoholic drinks are enjoyable and giveAlcoholic drinks are enjoyable and give

pleasurepleasure

•• Is often part of social activityIs often part of social activity

•• Has some cardio-vascular health benefits atHas some cardio-vascular health benefits at

low levels to some peoplelow levels to some people

•• Improves elasticity of blood vessels Improves elasticity of blood vessels

•• Reduces risk of blood clotting Reduces risk of blood clotting

Why do people drinkWhy do people drink

alcohol?alcohol?

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AlcoholAlcohol

So whereSo where’’s the problem?s the problem?


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AlcoholAlcohol

So whereSo where’’s the problem?s the problem?

Drunk & disorderly: W

omen in UK are

worst binge drin

kers in w

orld

Independent

October 0

6

Hewitt calls for increase in tax on alcohol to curb binge drinking

Independent October 06

Binge drinking to blame for half of all UK violence

Daily Mail October 06

Teenagers drinking themselves into hospital

Daily Mirror November 06

KIDS' DRINK RISEDaily Mirror October 06

Half of pubs ‘sell to under-aged’

Telegraph Sept 06

Supermarkets slammed over cheap booze

Daily Mail Sept 06

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The responsibleThe responsible

drinking messagedrinking message

Three main elements of responsible Three main elements of responsible

drinking advice:drinking advice:

•• benchmarks for responsible drinkingbenchmarks for responsible drinking

•• reducing episodes of excessive drinking andreducing episodes of excessive drinking and

intoxicationintoxication

•• supplementing the general advice with specificsupplementing the general advice with specific

messages addressed to particular groups of themessages addressed to particular groups of the

population or people drinking in particularpopulation or people drinking in particular

settingssettings


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AlcoholAlcohol

•• Social consequences of alcohol bothSocial consequences of alcohol both

individually and to the wider communityindividually and to the wider community

•• Health:Health:

- consistently drinking more than the- consistently drinking more than the

recommended guidelines results in anrecommended guidelines results in an

increasing risk of ill health.increasing risk of ill health.

- health risks mainly concern irreparable- health risks mainly concern irreparable

damage to the liver (fatty liver; cirrhosis;damage to the liver (fatty liver; cirrhosis;

cancer)cancer)

--early-stage liver damage may not showearly-stage liver damage may not show

Why do you need to drink responsibly ?Why do you need to drink responsibly ?

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AlcoholAlcohol

How do we respond when How do we respond when

we have had too much to drink ?we have had too much to drink ?


FORUM

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AlcoholAlcohol

•• SmartSmart

How do we respond when we have had too much to drink ?How do we respond when we have had too much to drink ?

•Handsome/pretty

•Rich

•Invincible

•Invisible

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Double-click in picture to start movie


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Principles of AlcoholPrinciples of Alcohol

Social ResponsibilitySocial Responsibility

•• Socially responsible companies within the drinksSocially responsible companies within the drinks’’

industry promote the industry promote the ‘‘Sensible Drinking MessageSensible Drinking Message’’

andand……

•• Avoid any actions that encourage or condone drunkenness,Avoid any actions that encourage or condone drunkenness,

drink driving or drinking in inappropriate circumstancesdrink driving or drinking in inappropriate circumstances

•• Take all reasonable precautions to ensure people under theTake all reasonable precautions to ensure people under the

legal purchase age cannot buy or obtain alcoholic drinkslegal purchase age cannot buy or obtain alcoholic drinks

•• Avoid forms of marketing or promotions with particular appealAvoid forms of marketing or promotions with particular appeal

to young people under the legal purchase ageto young people under the legal purchase age

•• Ensure that all company policies work to support theseEnsure that all company policies work to support these

standards and that all staff are aware of these and are trained instandards and that all staff are aware of these and are trained in

their application in their own areas of responsibilitytheir application in their own areas of responsibility

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How do you workHow do you work

responsibly and safely?responsibly and safely?


AlcoholAlcohol


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You should not You should not ……

•• Sell alcohol to anyone under the age ofSell alcohol to anyone under the age of

1818

•• Permit the consumption of alcohol byPermit the consumption of alcohol by

anyone under the age of 18anyone under the age of 18

•• Sell alcohol to a drunken personSell alcohol to a drunken person

•• Allow drunkenness, quarrelsome, riotousAllow drunkenness, quarrelsome, riotous

or violent conduct on licensed premisesor violent conduct on licensed premises

LicensingLicensing

ProhibitionsProhibitions

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Refusing to serve someone who is drunk orRefusing to serve someone who is drunk orcould be underage is not easy but youcould be underage is not easy but youshouldshould…………..

•• Always be polite and calmAlways be polite and calm

•• Be professional and tactfulBe professional and tactful

•• DonDon’’t antagonise by getting annoyed or aggressivet antagonise by getting annoyed or aggressive

•• If you shout, expect to be shouted atIf you shout, expect to be shouted at

•• Never talk down to personNever talk down to person

•• If faced with a group, move the person youIf faced with a group, move the person you’’rere

talking to away from the grouptalking to away from the group

Refusal to serveRefusal to serve


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If a customer becomes aggressive youIf a customer becomes aggressive you

shouldshould……....

•• Not respond to aggression withNot respond to aggression with

aggressionaggression

•• Apologise use relaxed body language andApologise use relaxed body language and

avoid prolonged eye contactavoid prolonged eye contact

•• Use slow and deliberate body movementsUse slow and deliberate body movements

•• Try to keep a barrier between you and theTry to keep a barrier between you and the

aggressoraggressor

Dealing withDealing with

aggressionaggression

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AlcoholAlcohol

Regular consumption no greater than: Regular consumption no greater than:

•• 3 and 4 units a day by men 3 and 4 units a day by men

•• 2 and 3 units a day by women 2 and 3 units a day by women

(excluding pregnant women)(excluding pregnant women)

will not accrue any significant healthwill not accrue any significant health

riskrisk

What is sensibleWhat is sensible

drinking?drinking?


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AlcoholAlcohol

What is a unit of alcohol?What is a unit of alcohol?

1

Unit=

10 millilitres

(liquid)

or 8 grams

(weight)

of alcohol

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AlcoholAlcohol

How can you calculate your unit intake?How can you calculate your unit intake?

A simple calculation for a bottle of wineA simple calculation for a bottle of wine

Alcohol by Volume

%Amount in Litres Units of Alcohol

12% 0.75 9

x

x

=

=

3 2.1 1.5

250ml 175ml 125ml


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AlcoholAlcohol

Premium Lager

5.2%abv1 pint (568ml) 3

Spirit

40%abv25ml 1

x

x

=

=

35ml

50ml

1.4

2

Ready Mixed Drink5.0%abv x

275ml 1.4=

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AlcoholAlcohol

1.1. If you feel fine, you are fineIf you feel fine, you are fine

•• NO - Just because you donNO - Just because you don’’t feel drunkt feel drunkdoesndoesn’’t mean that the alcohol isnt mean that the alcohol isn’’t doing yout doing youharmharm

2.2. Eating food with alcohol minimises theEating food with alcohol minimises theeffect on the bodyeffect on the body

•• NO - It may slow down the absorption but theNO - It may slow down the absorption but theamount of alcohol consumed will be the sameamount of alcohol consumed will be the same

Myth BustingMyth Busting


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AlcoholAlcohol

1.1. Drinking water before going to bed willDrinking water before going to bed willdilute the damaging effectsdilute the damaging effects

•• NO - As with food you are still absorbing theNO - As with food you are still absorbing thesame units of alcohol you consumedsame units of alcohol you consumed

2.2. If I drink lots regularly my body becomesIf I drink lots regularly my body becomestolerant of alcoholtolerant of alcohol

•• NO - You may find you need more alcohol inNO - You may find you need more alcohol inorder to become drunk but the body will notorder to become drunk but the body will notbecome tolerant of the damaging effects ofbecome tolerant of the damaging effects ofalcoholalcohol

Myth BustingMyth Busting

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…….try it yourself.try it yourself

http://www.drinkaware.co.uk/howmany_male.php

http://www.drinkaware.co.uk/howmany_female.php

Free ‘On Trade’ POS also available from Drinkaware


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……....…….further reading.further reading

SSoocciiaall RReessppoonnssiibbiilliittyy SSttaannddaarrddssffoorr tthhee PPrroodduuccttiioonn aanndd SSaalleeooff AAllccoohhoolliicc DDrriinnkkss iinn tthhee UUKK

Published by the

Wine and Spirit Trade Association

Published by AIM

(Alcohol in Moderation)

Both the above publications are available, free of charge, fromBoth the above publications are available, free of charge, from

the Wine & Spirit Education Trust - please find time to readthe Wine & Spirit Education Trust - please find time to read

themthem

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Supporters of the SocialSupporters of the Social

Responsibility StandardsResponsibility Standards

Advertising Association

Association ofConvenience Stores

Association of LicensedMultiple Retailers

Bar Entertainment andDance Association

British Beer & PubAssociation

British HospitalityAssociation

BII

British RetailConsortium

Federation of LicensedVictuallers Associations

Gin and VodkaAssociation

Guild of MasterVictuallers

National Associationof Cider Makers

Scotch WhiskyAssociation

Society ofIndependentBrewers

The Portman Group

Wine & SpiritEducation Trust

Wine and SpiritTrade Association


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We are proud to support theWe are proud to support the

Social ResponsibilitySocial Responsibility

StandardsStandards

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Alternative TV film clip

‘Men’s night out’

Click anywhere on top black area

Double-click here _


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2. understanding the key issues f o r u m 2 how can help ... · as part of the wset’s level 1 and...

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