There are a number of ways both the on and off trade can and do help to promote responsible drinking. From pubs to restaurants, supermarkets to convenience stores, those businesses selling alcoholic products are well-placed to help reduce anti-social behaviour, and to make a positive impact on the local public health agenda. Whether by stocking lower ABV products, restricting irresponsible drinks promotions or creating better co-operation and co-ordination between door supervisors and the police, all components of the local licensed trade can have an important role to play.

Challenge 21 / Challenge 25

Challenge 21 and Challenge 25 are schemes that require customers to prove their age when purchasing age-restricted products. The Government has recognised the effectiveness of the schemes in reducing under-age sales in both the on and off trade.

Click here to find out more.

Local Alcohol Partnerships

The drinks industry is committed to tackling health and social harms associated with alcohol misuse in those local areas where it is most needed. There are a number of industry-funded schemes that target alcohol misuse and promote safer, better managed night-time economies. These local partnerships achieve this through close collaboration between local retailers, councils, police, healthcare providers, licensing authorities and the third sector.

Local Alcohol Partnerships

Click here to read more about Local Alcohol Partnerships

Unit Awareness Pledge

Under the Government’s Public Health Responsibility Deal, both on-trade and off-trade retailers have publically committed to raise awareness of the unit content of alcoholic drinks.

The pledge commits on-trade retailers to provide unit information to customers in on-trade premises, such as pubs, clubs and restaurants.

The off-trade pledge commits supermarkets and off-licences to provide simple and consistent information in-store as well as other marketing channels (e.g. in-store magazines), to raise awareness of the units, calorie content, safe drinking guidelines, and the health harms associated with exceeding the guidelines.

Improving awareness of alcohol units in drinks can help people make informed choices about when and how much they drink. It enables people to measure their alcohol consumption and understand whether this is in line with lower-risk guidelines.

Click here to read more about the Unit Awareness Pledge (on trade).
Click here to read more about the Unit Awareness Pledge (off trade).

Unit Reduction Pledge – A role for retailers

Under the Government’s Responsibility Deal, the alcohol industry has pledged to remove 1 billion units of alcohol from the UK market by December 2015.

Companies that retail alcoholic drinks can play a part by helping to ensure that lower alcohol products receive greater marketing and promotion in store. On-trade premises and producers could also offer and promote smaller measures or reduce the promotion of larger measures.

There are a range of options for retailers to get involved with this pledge and a number of them are available from the Department of Health website.

Click here to find out more about how retailers can get involved in the Unit Reduction Pledge.


BII is the professional body for the licensed retail sector with charitable status and a remit to raise professional standards.

BII's role as the professional body for the licensed retail industry is to raise standards of professionalism. This involves working with operators within the sector to encourage them to run socially responsible businesses.