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Having a beer with friends is one of life’s simple pleasures. At the same time, we recognise that irresponsible activities such as underage drinking, binge drinking or drunk driving have harmful consequences for drinkers, their families and others. Because of this, we promote only responsible drinking and discourage harmful drinking in all commercial activities.
As part of our self-regulations, we target our marketing and advertising buys to ensure they primarily reach legal-drinking-age. The most recent report by the FTC found that more than 97% of the beer industry’s digital media placements met the demographic standards. In addition, it found that 99.5% of all alcohol advertisements on external sites, such as news, entertainment and sports sites, also met the 71.6% adult, 18-and-older standard. Finally, the research found that 93.1% of traditional media placements met the adult audience threshold.
We focus our marketing on legal-drinking-age consumers and do not advertise directly to anybody underage. We employ the 'Challenge 25' scheme. Challenge 25 is a scheme that encourages anyone who is over 18 but looks under 25 to carry acceptable ID when they want to buy alcohol. Challenge 25 builds on the Challenge 21 campaign introduced by the British Beer and Pub Association in 2005, who represent the beer and pub sector. It’s now run by the Retail of Alcohol Standards Group, which represents alcohol retailers.
Delivrbooze is committed to promoting the responsible enjoyment of beer. We all must do our part to enjoy our beers responsibly and positively portray our brands and our company in the community. Which is why all our employees are required to complete a regular training called, "Alcohol Responsibility: Enjoying Delivrbooze.’ The training offers insight into our employee alcohol policy, tips on responsible drinking and guidance on how to apply this to all situations.