South Ayrshire Council
Licensing Services
Town Buildings,
29 New Bridge Street, Ayr, KA7 1JX

Tel: 01292 617683
or 01292 617682

Sale of Alcoholic Liquor in Licensed Premises
(Excluding Off-sales Premises)

On 11th September 2001 a Licensing Conference was held in Ayr as a forum for discussion on steps which may be taken in order to effectively address alcohol misuse in South Ayrshire.

The Conference was set up as a joint initiative between the Licensing Board and the Licensed Trade and it is hoped that this partnership will continue to develop that initiative in order to exert a positive and discernible influence in dealing with the problem of alcohol misuse.

It was generally accepted by Conference delegates that the licensing Board has a role to play in promoting 'Best Practice' in licensed premises with regard to the sale of alcoholic liquor. To that end this Code of Practice has been produced and issued to all licensees in South Ayrshire.

The Licensing Board considers that, in order to establish 'Best Practice', with regard to the sale of alcoholic liquor in licensed premises, a responsible approach must be adopted by licensees to include all of the following practices.

1. Licensees must undertake training in accordance with the Licensing Board’s current requirements;
   
2. Licensees must ensure that all front line members of staff such as bar staff are adequately trained in server intervention in order to ensure that patrons are not supplied with alcoholic drink when they appear to be intoxicated;
   
3. Licensees must ensure that before any stewards are employed on the premises they have been trained in accordance with the Licensing Board’s current requirements;
   
4. Licensees must participate in and promote the ‘Young Scot’ proof of age scheme through display materials and the acceptance of ‘Young Scot’ cards and must operate a ‘no proof no sale’ policy;
   
5. Licensees must not support or devise promotions that are designed to encourage consumption of products that are of attraction mainly to younger patrons.  Licensees should be aware of promotions that offer free ‘gifts’ that are designed to target younger patrons an should not support any promotion that offers a free ‘gift’ dependant upon the amount of alcohol purchased;
   
6. Licensees must ensure that prices for alcoholic liquor remain constant from opening until close of business each day.  Licensees must not encourage binge drinking via the use of ‘Happy Hours’ or similar activities on their licensed premises.  Licensees must not offer free alcohol either by way of collection of vouchers or by means of an enticement to enter the premises; 
   
7. Licensees must not encourage ‘doubling up’ or ‘upselling’ where customers are encouraged to drink more for a cheaper unit price.  Licensees must not effect reduced prices via ‘two for one’ or ‘buy one get one free’ or other similar types of promotions including large discounts on multiple measures;
   
8. Licensees must avoid the use of advertising campaigns designed specifically to entice patrons to the licensed premises by virtue of promotions for the sale of alcoholic liquor.  Licensees are encouraged to promote their premises with adverts detailing more than simply drink prices;
   
9. icensees must not promote irresponsible attractions or games where patrons are rewarded with alcohol rather than other prizes or cash.  Licensees should not offer alcohol in any quantity as a quiz prize or promote any ‘drinking games’ which encourage patrons to drink large amounts of alcohol in a single session.