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Responsible drinking programmes
supported by European spirits producers

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• “Server Training Programme”
COUNTRY Hungary
TIMING 2008 > 2009
THEME
Responsible selling/serving

CONTRIBUTOR

  • Bacardi-Martini
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OBJECTIVE

  • To educate on-trade staff about the responsible serving of alcohol, thus raising the standard of experience and safety for the consumer.
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DESCRIPTION OF THE INITIATIVE

  • Training took place in:
    • bartender schools;
    • the catering high schools;
    • selected on-trade outlets as vocational training for existing bartenders and in different third party companies.
  • Presentations were given on responsible serving and drinking and awareness of the Legal Drinking Age.
  • Training books which included information on responsible drinking, unit awareness, the role of the server and suggestions on serving alcohol with care are distributed to participants.
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IMPACT

  • From April 2009 until June 2009:
    • 30 training sessions took place.
    • 450 participants.
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EVALUATION

  • On-trade sales force regularly checked the standards of responsible serving.
  • Change in consumer experience was measured by random interviews made by the promotional staff during on-trade promotions.
  • Mystery shoppers made random calls to outlets to check the standard of server social responsibility. Follow-up training was given if necessary.
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