Drinks promotion not in breach of code


A DRINKS promotion by the students bar at University College Dublin for a "beer tower" of five pints of beer for €20 was not in breach of the Meas (Mature Enjoyment of Alcohol in Society Limited)code of practice on the naming, packaging and promotion of alcoholic drinks, an independent panel has found.

The Alcohol Beverage Federation of Ireland had complained that the promotion would encourage illegal or irresponsible drinking.

However, an independent complaints panel which oversees the Meas code did not uphold the complaint because the price of the drink was not discounted for multiple purchases, the promotion was not time-limited and customers requesting the beer tower were required to present their student ID card, which was retained pending good behaviour and completion of the tower.

Meanwhile, a complaint from a member of the public about a drinks promotion by the Wacky Apple bar in Waterford city was upheld as the panel felt it could "encourage illegal, irresponsible or immoderate consumption". The bar was advertising a pitcher of cocktails for €7 as well as pints of beer or a vodka and mixer for €3. The offer was run under the banner "early week specials".

Meas was established in 2002 by the principal companies and trade organisations in the drinks industry to promote social responsibility within the industry and moderate consumption by those who choose to drink, in order to reduce alcohol abuse and related harm.