What is the Solution to Binge Drinking
It has been a key issue for many throughout the summer as the new government look to review the current '24 hour' licencing laws as 'Binge Drinking' has again worked its way to the top of the agenda.
I am a bar owner with more than 20 years experience and believe that it's not the law that needs to be changed - but attitudes and behaviour. Easier said than done? Well it is possible to change social attitudes and behaviour; look at how smokers behave now to the way they did before the smoking ban or indeed to how it was 30 years ago.
First and foremost the bar and club industry need to realise they are in the entertainment business not the booze business. Too many bars, pubs and clubs make the mistake of trying to compete with the supermarkets on price, and it's a fight they will lose.
Alter the focus of the night out and drinking becomes a compliment to the evening rather than the reason for going out.
By putting on top quality entertainment the emphasis is firmly put on enjoyment for the customer and not on how much they can drink. It creates a social hub for decent people and encourages them to come back time and again. It's all about creating value which goes way beyond price.
Some major supermarkets are happy to lose money on their alcohol sales to drive business on other products, which isn't something a bar can ever do - but the frozen food aisle doesn't offer much in the way of a party.
I have personally been working in and around the bar and club sector since the mid 1980s and have always seen the places that discount the most, particularly in times of recession, go out of business extremely quickly.
Plans to trial a scheme to ban supermarkets and bars from selling alcohol below a minimum price have been drawn up in Manchester, but this is something that is also far from a perfect solution.
There is no evidence to support the claim that higher prices lead to lower levels of drinking. In fact evidence points to it having no effect at all. Scandinavia for instance has huge taxes on alcohol making it the most expensive alcohol per unit in Europe yet this has done nothing to reduce levels of alcoholism or dink related crime, so why should it work here? Well, quite simply it won't.
Whilst raising prices may work in theory and appeal to rational thinking it simply doesn't have any influence with problem drinkers. Not just text book alcoholics but people who become violent and aggressive when they have had 'one too many', because they literally cause problems and will by hook or by crook get their fix.
Price is irrelevant when it comes to combating binge drinking and as long as the media and government continue to highlight cheap booze the focus will always be on price not value.
I have nothing to fear if minimum pricing is enforced as it will not affect the way I trade. My bar already operates at the premium end of the market and charges accordingly.
If you play to the lowest common denominator, i.e. price, you attract price conscious people who flit from low cost place to low cost place with no loyalty other than the cheap deal and they will binge on that before the offer expires. With more pride in quality and a realistic pricing policy based on a complete entertainment package you will eliminate this mentality.
From the government's point of view, it is education to on the effects of alcohol on both health and behaviour that needs to improve to combat alcohol abuse not trying to legally impose price rises to control matters.
I do believe that operators of bars and pubs owe it to their customers not sell cheaply and to provide great reasons for decent people to visit their premises and charge accordingly.
If they continue on the flight to cheap they will go out of business and the binge drinkers will move onto the next cheap place.
About the Author
Ronnie is an expert on the licensed trade with over 20 years experience servicing the on-trade. A director of Mondiale Publishing, he was involved in the launch of two B2B magazines which became nightclub and bar market leaders and has spoken on on national TV and had features in national press as well as frequent appearances on local radio and in the local press http://www.barbusinessadvisor.com
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