"How can I make it easier for you to sell booze?"
I've ranted before about The Scottish Government and their obsession with attacking the alcohol trade, but they have now brought in new licensing laws that come into effect on the 1st October 2011, and I have a massive problem with them. Not because I think they are pointless - people breaking the law and drinking irresponsibly will continue to do so no matter what the government try to do - but because these laws have been clearly written to benefit Supermarkets at the expense of local retailers. First, you need some facts as to what the law says and, to show fair play, I'll start with the good elements.
All retailers are legally obliged to have a Challenge 25 policy, asking for identification from anyone they think looks under a quarter century. It is a policy that many independent retailers have been operating for years and I think it is a good idea. Limiting the ID accepted to EU Driving licences, Passports and one further type of approved ID card is also beneficial, because every retailer now knows what is legal, and what isn't. The emphasis on training all staff is also unquestionably a good thing, as alcohol retailers are selling a product that is dangerous, and it is their duty to make sure alcohol is sold responsibly. However, the rest of this new legislation is vastly bias towards the supermarkets at the expense of smaller retailers.
Firstly, nobody is allowed to advertise any alcohol promotion within 200 metres of their licensed property. This means that a small wine shop isn't allowed to drop a flyer into the flat above it on the high street for a wine tasting they are doing, yet a supermarket can display cheap lager advertising in their car park on billboards directed towards the school run. It also means that supermarkets that are in retail parks and nowhere near residential property, can do mailshots throughout a town and directly target those living near independent competition, yet a small retailer cannot retaliate as nobody lives in a retail park!
The new legislation also states that all advertising within 200m of the licensed premises has to have 50% of the advert not promoting alcohol. This is fine for a supermarket that can promote alcohol and food, but for a specialist wine merchant who doesn't sell anything but alcohol, they can no longer flyer local houses within this boundry.
Another problem for the small wine merchant is that you now can't offer multibuys, as this apparently promotes excessive purchasing and excessive drinking, but the law has been written so supermarkets can still sell beer by the case at a price cheaper than water.
If a small retailer wanted to sell five bottles of Corona in 330ml bottles for five pounds, when the normal price of a bottle of Corona was £1.25, they would be breaking the law, as it says that the single unit price has to be consistent regardless of how many you buy.
Yet a supermarket, with its massive purchasing power and shelf space, can stock 330ml bottles and sell them individually at £1.25 and then right next to these bottles have 275ml bottles of Corona for sale only in a case of 24 bottles. If they priced this case at £15, reduced from £30, the customer wouldn't bother to look at the size of bottle and would assume it was the same as the single bottle. As a 275ml bottle is considered, by law, a different product to the 330ml bottle, and the supermarket is not making smaller bottles available in single unit sales, they are adhering to the letter of the law, but not the spirit of the law. This is laughing in the face of the legislation that was supposed to stop 'irresponsible drinks promotions' and the government's claims that cheap cases of beer and cider are the biggest problem when it comes to excessive drinking. Their own law not only allows this to continue, but makes it worse.
If you are having a wedding or party, the likelihood of a supermarket offering you a bulk deal at the is slim to nil, as prices are dictated by head office, and one of the major advantages of shopping at smaller wine retailers is that they could always 'do you a deal'. Special pricing for individuals and case or bulk discounts are now illegal, with every customer paying the same price, regardless of the amount they buy.
This means that a major weapon in the small merchant's arsenal against supermarkets has been taken away by the Scottish Government.
Finally, since time began, retailers have been enticing customers into their shops by placing signs outside their premises with A-Boards drawing attention to the deals within are still a vital marketing tool for high street retailers. Yet now, because of the new rules, a high street wine retailer is not allowed to place signs outside their premises advertising promotions. They are not even allowed to put a sign saying "Cold Beer and Wine sold here"! Supermarkets on the other hand, with their extensive car parks, are allowed to bombard you with advertising for products that they are flogging cheap - Vodka for £8, Beer cheaper than water and their latest deal on a bucket of cider - from the second that you get out of your car on a Saturday morning. You should also remember, most people don't bring their children to a wine shop, fearing that they will go around smashing things, yet the supermarket car park is always full of children being exposed to these bright coloured signs promoting the latest cheap alcohol deals in a supermarket. Surely this cannot be considered responsible promotion of alcohol?
These rules are supposed to prevent irresponsible drinking, retailing, promoting and consuming but achieve none of the aims, as they do not target the problems. Enforcement is the only thing that will, not legislation, but that isn't the point of this rant. These new laws have been written with the supermarket business template as the 'default alcohol retailer', with the high street retailer and independent wine merchant being ignored.
Anyone would be forgiven for thinking that the supermarkets had the Government in their pocket....
The new legislation also states that all advertising within 200m of the licensed premises has to have 50% of the advert not promoting alcohol. This is fine for a supermarket that can promote alcohol and food, but for a specialist wine merchant who doesn't sell anything but alcohol, they can no longer flyer local houses within this boundry.
Another problem for the small wine merchant is that you now can't offer multibuys, as this apparently promotes excessive purchasing and excessive drinking, but the law has been written so supermarkets can still sell beer by the case at a price cheaper than water.
If a small retailer wanted to sell five bottles of Corona in 330ml bottles for five pounds, when the normal price of a bottle of Corona was £1.25, they would be breaking the law, as it says that the single unit price has to be consistent regardless of how many you buy.
Yet a supermarket, with its massive purchasing power and shelf space, can stock 330ml bottles and sell them individually at £1.25 and then right next to these bottles have 275ml bottles of Corona for sale only in a case of 24 bottles. If they priced this case at £15, reduced from £30, the customer wouldn't bother to look at the size of bottle and would assume it was the same as the single bottle. As a 275ml bottle is considered, by law, a different product to the 330ml bottle, and the supermarket is not making smaller bottles available in single unit sales, they are adhering to the letter of the law, but not the spirit of the law. This is laughing in the face of the legislation that was supposed to stop 'irresponsible drinks promotions' and the government's claims that cheap cases of beer and cider are the biggest problem when it comes to excessive drinking. Their own law not only allows this to continue, but makes it worse.
If you are having a wedding or party, the likelihood of a supermarket offering you a bulk deal at the is slim to nil, as prices are dictated by head office, and one of the major advantages of shopping at smaller wine retailers is that they could always 'do you a deal'. Special pricing for individuals and case or bulk discounts are now illegal, with every customer paying the same price, regardless of the amount they buy.
This means that a major weapon in the small merchant's arsenal against supermarkets has been taken away by the Scottish Government.
Finally, since time began, retailers have been enticing customers into their shops by placing signs outside their premises with A-Boards drawing attention to the deals within are still a vital marketing tool for high street retailers. Yet now, because of the new rules, a high street wine retailer is not allowed to place signs outside their premises advertising promotions. They are not even allowed to put a sign saying "Cold Beer and Wine sold here"! Supermarkets on the other hand, with their extensive car parks, are allowed to bombard you with advertising for products that they are flogging cheap - Vodka for £8, Beer cheaper than water and their latest deal on a bucket of cider - from the second that you get out of your car on a Saturday morning. You should also remember, most people don't bring their children to a wine shop, fearing that they will go around smashing things, yet the supermarket car park is always full of children being exposed to these bright coloured signs promoting the latest cheap alcohol deals in a supermarket. Surely this cannot be considered responsible promotion of alcohol?
These rules are supposed to prevent irresponsible drinking, retailing, promoting and consuming but achieve none of the aims, as they do not target the problems. Enforcement is the only thing that will, not legislation, but that isn't the point of this rant. These new laws have been written with the supermarket business template as the 'default alcohol retailer', with the high street retailer and independent wine merchant being ignored.
Anyone would be forgiven for thinking that the supermarkets had the Government in their pocket....
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