QUESTION TIME
volumes of consumption are reducing, however, the actions of a significant minority continue to be of concern to us and the numbers remain far too high. We are unconvinced that calls
from the Health Select Committee earlier this year to look at a blanket ban on alcohol advertisements on television, in cinemas, and sponsorship of sporting events, on the lines of France’s Loi Évin law, would actually have any impact on tackling alcohol misuse. In fact the data from the French market would suggest that young people's and binge drinking has increased since they banned advertising. At Heineken we are absolutely
committed to reducing harm and binge drinking and we share those ambitions with those supporting an advertising ban; where we differ is about the solution to the problem. As serious and significant as it is, it is a problem of a minority and we do not believe an approach that impacts the entire population would be successful. Indeed, it may just cause damage to other elements of our communities. Heineken is immensely proud
to sponsor major sporting events like the John Smith’s Grand National, Heineken Cup rugby, Champions League football and the London 2012 Olympic and Paralympic Games. In the current economic climate, securing support or finding funding for community events has become an increasingly difficult challenge. Evidence from a recent survey by the European Sponsorship Association shows that the funding gap in grassroots UK sport and arts could not be filled by other sectors, should the alcohol industry be forced to bow out. For Heineken, it isn’t just
about giving financial support. These events are enjoyed across the country and around the world and we are able to harness their reach to actively promote positive, responsible attitudes towards alcohol consumption and we build the promotion of responsible drinking into all our sponsorships. Not only that, long before ‘corporate responsibility’ became a buzz word, brewers were investing in their local communities through support for sport, the arts and charity and the ‘Great British Pub’ has served as ‘the beating heart’ of towns
and villages across the UK. The ban would also damage
consumer choice and distort what is an incredibly competitive marketplace for alcohol in the UK. It may also damage a truly great British industry where advertising remains a key method of fostering brand loyalty and encouraging brand switch. All of this fails to take account of the impact on the creative sector as well, where Britain’s advertisers remain at the pinnacle of the global marketplace. Sowe knowwe have to tackle
the problems of aminority and at the same timewe knowthat blanket bans are by their very nature poor at targeting a problem. That is why, at Heineken , we
are continuing to invest a great deal of thought, time and money in long term programmes to encourage a change in values and better, more responsible attitudes towards alcohol. You will see that in all we do, from our advertising and sponsorships through to our brands and promotional activities, Heineken does not simply pay lip service to a commitment to responsible drinking, it is a value at the heart of our organisation.We are not scared to take significant commercial decisions such as our decision to withdraw our white cider brands -White Lightening and Strongbow Black - because of the strong public concerns and evidence about the links between strong cider and alcohol harm.
We believe that targeted
intervention aimed at those with problem drinking patterns is the most effective way to tackle alcohol misuse, and as such, we have built strategic community partnerships with social care organisations. Our partnerships, with organisations including Turning Point, Addaction and Community Alcohol Partnerships pilot new and innovative ways to encourage responsible alcohol consumption and reduce the harm caused by alcohol misuse. We have to have a sustainable
future for our industry and tackling these issues plays a huge part in ensuring that future. These are the problems of a minority however, and in Britain, the majority of the population that drinks alcohol does so responsibly and in line with Government guidelines. When we look at the wider
costs to communities, sport as well as industry, a blanket ban on advertising and sponsorship cannot and surely will not impact society in the way it is intended. Implementing a ban across the whole population will cause damage by taking away revenues fromcommunity, sporting events and arts projects, especially in a time of economic uncertainty and crucially won’t achieve its policy goals of tackling the problems of theminority.
If you would like to contribute as a panelist email:
lauren.cowan@
onecoms.co.uk
ANDREWCOWAN
COUNTY DIRECTOR DIAGEO GREAT BRITAIN
Andrewis responsible for running all channels and all functions for Diageo’s spirits and beer portfolio in Great Britain.
TIMWALLWORK
ASSISTANT VICE PRESIDENT, EMEA BROWN-FORMAN
Tim contributes to the self- regulatory codes issued by the Portman Group and the European Forum for Responsible Drinking.
JOANNA DAVIES CEO, ZAKMEDIA GROUP LIMITED
Jo is the founder ofDrink, an integratedmarketing agency for leisure, food and beverage brands.
JEREMY BEADLES UK CORPORATE RELATIONS DIRECTOR, HEINEKEN
and sport have a long history
Alcohol brands
Jeremy was previously CEO of TheWine and Spirits Trade Association where he led a number of high-profile campaigns.
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