Responsible drinking programmes
supported by European spirits producers

• “Server Training Programme”
• “Felelős felszolgálás”
TIMING 2007 > Ongoing
Responsible selling/serving


  • Hungarian Spirits Association


  • ICAP (Training materials)
  • KIT (Training Center for Trade and Tourism) (until 2015)


  • To raise awareness of social responsibility obligations and legal requirements with those who serve or sell alcohol.
  • To educate and engage urban barstaff in order to advocate responsible serving.
  • To promote a shared understanding of what it means to serve and drink responsibly and to ultimately change drinking behaviour.  


  • The original programme was launched as a pilot in 2007 to assess the student guide, the trainer guide and other content of the programme (presentations, videos and role plays).  Participants were asked to fill out an evaluation form before and after training.  A follow up telephone interview took place five months after training.  Trainers were asked to comment on the sessions and teaching materials.  After minor adjustments to it, the programme was rolled out nationwide and became a compulsory part of all training courses given by KIT.  Training sessions for the trainers started in 2011 and between 2012 and 2015, the program was run in co-operation with the top Bartender Academies and occasionally with the top HORECA school.
  • In 2015, a series of test presentations took place in bartender schools and in hospitality and tourism education centres, resulting in the new Responsible Serving Education Programme in 2016.  Training is given over 2, 2 hour periods.  Training is given using IARD’s “Server’s Guide” and provides information that blends useful skills, legal and social responsibilities and best practices in order to achieve a responsible service of alcohol within the hospitality and retail industries.  An accompanying guide for trainers is also available.
  • The new programme has tailored content for: bartenders and future bartenders; students in hospitality and tourism education centres and for urban on-trade barstaff. 
  • The programme is supported by the “Top 10 Rules of Responsible Serving” leaflet given during training, a dedicated landing page which provides useful advice and regular posts on the “Drink Unit” Facebook page.  There is also PR and publicity around the programme, which includes the sharing of educational materials and post-communication videos via press, internet and social media.


  • IN 2017, 40 were trained.
  • In 2016 (September to December):
    • 49 responsible serving trainings were held in 17 cities (Budapest and countryside) reaching 1,190 staff (per occasion around: 10 barstaff, 25 trainee bartenders, 50 hospitality students).
    • 1 trainers’ training held as program kick-off.
    • 2,500 Server Guides were printed.
    • 1,200 copies of the 10 Rules leaflets were printed.
    • The microsite had 2,785 unique visitors (85.5% new) and 5,475 page views.  
    • Facebook posts reached 111,300 with 7,123 post engagements.
  • In 2012-2015, A total of 20 events were held in the top 5 cities plus Budapest.  Each event had an average of 75 participants per event.  In addition, around 3,750 students were reached annually.
  • During 2009, 264 students took part in the programme.
  • In 2008, the template training tools were used for developing a training scheme in Poland which was piloted with 100 participants in the City of Olsztyn.
  • The pilot took place in Budapest, Pécs, Szeged and Veszprém between September and October 2007.  Six training groups were held with total of 109 participants.  The Participants came from a wide range of HORECA areas: eg. waiters, bartenders, cooks and HORECA students.


  • Evaluation of the 2007 pilot shows (109 participants and 99 answers/96 in the follow-up): Most were satisfied with the training, considered it “good” and found the length satisfactory (92%, 92% and 81 % respectively). 
  • Post evaluation on new knowledge: 76% felt they knew more about the licensing law; 85% felt they knew more about alcohol; 90% felt they had learnt how to create the right atmosphere and 84% felt they had developed better people skills.
  • Post evaluation on the usefulness of the acquired knowledge in relation to their job: 43% "very useful" for the licensing law; 52% "very useful" for alcohol; 43% "very useful" for creating the right atmosphere and 60% "very useful" for people skills.
  • Follow-up after 5 months give lower results but the need for "people skills" remained at 60%.
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