23 November 2009

The Scotch Whisky Association (SWA) has just announced new measures which will reinforce the responsible drinking message it is promoting heavily through its members – all of whom are producers of Scotch Whisky. These measures are outlined in the SWA’s revised Code of Practice for the Responsible Marketing and Promotion of Scotch Whisky to tackle the issue of problem drinking and discourage the misuse of alcohol. They will apply to advertising and promotion in all countries of the European Union undertaken by Scotch producers and their appointed distributors. The implementation will involve all future Scotch Whisky advertisements and printed point of sale materials carrying a responsible drinking message. Furthermore, all whisky sponsorships must deliver an initiative that promotes responsible alcohol consumption.

The SWA is the industry body which works alongside government to regulate the production and promotion of Scotch Whisky. Other vital parts of its work are in lobbying government to protect the interests of Scotch Whisky, to argue for fair trading rules and taxes for Scotch Whisky in all countries and also to protect it, primarily overseas, from misleading and fraudulent activity by counterfeiters and producers who try to pass off local spirits as Scotch. The SWA Code mentioned above is widely recognised as the best possible drinks industry practice in the EU and covers all commercial communications to consumers. The organisation itself is renowned for its integrity and tenacity in tackling those who would undermine the quality and reputation of Scotch Whisky and viewed as the standard for other EU spirit organisations to reach. Under the code an independent panel can impose sanctions on distillers such as fines or a “name and shame” policy for breaches. The ultimate sanction is expulsion from the SWA and the resultant bad publicity for that producer.

In launching this code the SWA has also reaffirmed its support for most of the new Scottish Alcohol Bill aimed at stopping irresponsible promotions including alcoholic drinks being sold at low prices below tax as loss leaders by supermarkets and other traders. It is intended that such a measure would be to the benefit of poorer members of society where much of the alcohol misuse happens through access to cheap drink and causes resultant health issues and other social problems. One Scottish Government proposal was to create a minimum price which the EU has ruled as illegal and which many, including the SWA, see as not getting to the nub of the problem. The SWA’s Chief Executive ,Gavin Hewitt commented, “The Code continues to be well used by SWA members seeking advice on how to ensure compliance with its provisions. It is a good example of how self-regulation can be an effective mechanism as we work to change cultural attitudes to the misuse of alcohol.”

“We also believe a floor price mechanism to tackle loss-leading could be introduced in the form of a ban on alcohol sales below tax. This would be a better way forward than an illegal mechanism such as minimum pricing.”

The SWA has also been active in arguing, rightly in my view, that education on use of alcohol and attempts to change attitudes away from the “drink to get  drunk” perspective of some, particularly young people, should be a major plank in discouraging alcohol misuse. This is a view recently given more publicity by Master Distiller Richard Paterson from Whyte & Mackay who wants to see more done in schools with quite young children. Here’s to the SWA’s continued success in all their endeavours.

© Caroline Dewar 2009