Responsible Consumption

Very significant efforts have been made in recent years by the Drinks Industry in Northern Ireland to respond to recommendations at European and national level to reduce alcohol related harm. As a leading wines & spirits company in Northern Ireland, Dillon Bass has played a key role in the development of these pan-industry initiatives.

JOINT INDUSTRY SALES & MARKETING CODE

In 2005 the key businesses in the Northern Ireland Drinks Industry signed up to a Joint Industry Code of Sales & Marketing practice in a move to promote sensible and healthy drinking in the province. The Northern Ireland Drinks Industry Group (NIDIG); The Federation of Retail Licensed Trade (FRLT) and the Northern Ireland Federation of Clubs, supported by the leading independent retail chains agreed to a code of practice by which the sales and promotion of alcoholic beverages will be regulated by the Industry in Northern Ireland. This places Northern Ireland ahead of Scotland and England & Wales, where industry wide codes have yet to be agreed.

Dillon Bass is a founder member of NIDIG whose purpose is “To lead a healthy local alcohol industry and to provide vision and drive for the industry in Northern Ireland”

Objectives

To promote a positive image of the NI Drinks Industry which employs 32,000 people

To promote sensible drinking

To help eliminate alcohol abuse

To liaise with other interested bodies on items of common interest and where necessary provide leadership

For further information please visit www.nidig.com

In 2003, our sister company in the Irish Republic, Irish Distillers and other key players in the Drinks Industy formed a new social aspects organisation called MEAS (Mature Enjoyment of Alcohol in Society), which has undertaken a wide range of initiatives to foster industry social responsibility and reduce alcohol related harm. A key initiative was the MEAS Code of Practice which has very broad support across the drinks and hospitality industry and which aims to ensure that alcohol products are not overtly appealing to under 18’s, that alcohol promotions are responsible and that alcohol is merchandised responsibly. For further information please visit: www.nidig.com

Since 2005 all MEAS member companies also incorporate responsibility messages in all trade and consumer advertising. Essentially, the Drinks Industry in Ireland has established a pyramid of voluntary and co-regulatory codes with key elements that are effectively mandatory, which ensure all players subscribe to the same standards. This is expected to have a positive impact on the responsible marketing of alcohol and its exposure to young people.