Drinks industry code of practice to alleviate fears over alcopops

IRELAND'S drinks industry has launched a code of practice for alcoholic
beverages, aimed particularly at the alcopop sector.

The code, which covers the marketing, promotion and sale of alcoholic
drinks, will be voluntarily implemented by producers, importers,
wholesalers and retailers who form the Drinks Industry Group, and
reinforced by an independent arbitration panel.

"If a product is deemed to contravene the code, then that product will
simply not be handled by the market," said Michael Murphy of the Drinks
Industry Group. In response to public concerns over the targeting of the
under18 age group, he said specific emphasis had been placed on products
of the "singleserve" variety, consisting of "spirit premixes, fruitbased
and flavoured products, coolers, ciders, and beers". The code sets out a
number of provisions concerning the labelling, packaging, merchandising,
and promotion of products.

Mr Murphy said the problem of alcopop misuse in Ireland was relatively
small compared to the UK. "Alcopops account for less than 1% of alcoholic
beverages sold in the Republic of Ireland, and even that is in decline," he
said. "We have been operating this code in essence since mid1996 and a
number of products have already been taken off the market — importers and
exporters already know there are restrictions."

Minister for Labour, Trade and Consumer Affairs, Tom Kitt welcomed the
move, saying that the best way to deal with the issue of underage drinking
was to involve practitioners from the industry.

"This code will give major impetus to the government's National Alcohol
Policy," he said.