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Responsible drinking programmes
supported by European spirits producers

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• “You Serve, You Decide”
• “Tú Sirves, Tú Decides”
COUNTRY Spain
TIMING 2005 > Ongoing
THEME
Responsible selling/serving

CONTRIBUTOR

  • Federación Española de Bebidas Espirituosas
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PARTNER(S)

  • FABE (Federation of Spanish Barmen Associations)
  • Federación Andaluza de Barman (Andalucian Barmen Federation)
  • FECALON (Catalonian Federation of Night Leisure Associations)
  • Local, Regional and Autonomous Governments of Catalonia, Andalucia, Castilla la Mancha, Castilla-León, Madrid, Galicia and Valencia.
  • 2013: Spirits Europe (partly founded through the budget line programme)
  • 2016: Spanish Ministry of Health, Social Services and Equality ( partly funded through the Goverment Delegation for the Nationl Drugs Plan)  
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OBJECTIVE

  • To promote responsible serving and selling of alcoholic beverages in the trade.
  • To reduce binge-drinking and underage drinking at on-trade premises.
  • To contribute to the drink -driving fight.
  • To improve knowledge and skills about responsible drinking of owners and staff in the on-trade.
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DESCRIPTION OF THE INITIATIVE

  • Through agreements between FEBE and local municipalities all owners and staff in bars, hotels, restaurants and supermarkets are invited to attend a training session on the responsible service of alcohol.  Pupils from hospitality schools are also trained. 
  • Reminders are published in the press a week before the event.
  • The three-hour training module for serving staff includes:
    • General information about alcohol, the law, rules governing advertising and promotion.
    • Materials to support responsible serving and selling.
    • Exercises about how to promote responsible drinking.
    • Role-playing exercises.
  • Premises, where training has taken place are identified with a sticker on the door certifying it as a "Responsible Business" and mentioned on the website of the local municipality. To maintain this status, the premises must not be reported as violating any law regarding sales to minors, public health or disorder. Attendees receive an accredited certificate issued jointly by FEBE and the local municipality. Further information can be found on the campaign website.
  • The programme has specific agreements with regional governments and national hospitality trade associations.   It is the first programme in Spain to teach professionals about the responsible service of alcohol and the only programme in Spain to also reach students/trainees in the on-trade.   
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IMPACT

  • During 2014, 1,319 trainees and professionals took part in the programme. 
  • During 2015, 855 trainees and professionals took part in the programme.
  • During 2016, 737 trainees and professionals took part in the programme.
  • Total results (2004 – 2016) show:
    • 8,880 trainees and professionals were trained by FEBE and a further 2,000 were trained by partners.
    • 55 hospitality schools and more than 450 hospitality businesses took part (especially night businesses).
    • In 11 out of 18 Spanish regions took part.
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EVALUATION

  • A positive evaluation took place in 2008.  Evaluation by the participants (pre/post questionnaires) valued the programme very positively as a tool to help the sustainability of their business. It was felt even more beneficial for experienced staff. Both owners and staff showed their willingness to promote responsible drinking and to improve their knowledge about responsible drinking.
  • A second evaluation took place in 2014 to focus on the programme’s ability to create change in the way professionals serve and/or sell alcohol.  It set out also to assess whether the economic difficulties affecting Spain had an impact on the effectiveness on the programme. 
  • In February 2014 questionnaires were sent to 300 staff and owners in Galicia and Madrid.  Blind controls were set up to avoid confirmation bias. Results from both from the questionnaires and interviews were compared between control and experimental groups.
  • A random sub-sample (150) of the group were then selected for personal interviews. Their answers were investigated and corroborated through various means (including “mystery shopping”).
  • Results show that:
    • On those premises were the programme is applied, house rules about binge drinking are more likely to be enforced and that resulted on lower levels of alcohol abuse by clients.
    • The programme is able to reduce alcohol consumption of barmen while working on the premises.
    • The programme had equal effect on both premise workers and owners.
    • The programme did not had a negative impact on business income and even showed a tendency to improve it.
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