Diageo and Pubs of Ulster today launched a new online resource - www.smartserve.eu - to help small shop and bar owners sell & serve alcohol to its customers responsibly, thereby helping them grow their businesses.

Raising professional standards of people selling and serving alcohol can be a source of competitive advantage. Diageo and Pubs of Ulster developed Smart Serve to put in one easy place tools and advice to help the retail licensed trade offer their customers a positive experience every time.

Colin Neil, CEO Pubs of Ulster, said: “We are very pleased to be collaborating with Diageo on Smart Serve. Growing local businesses is critical, and we also know we have a duty to our members and the communities we operate in to ensure that we serve and sell alcohol in a responsible way.  That means never selling or serving alcohol to people underage, just one of the tools that Smart Serve helps.”

Duncan McCausland, Chairman of the Independent Panel that oversees the Responsible Retailing Code in Northern Ireland welcomed the initiative, stating; “the members of the Independent Complaints Panel are supportive of any measure that encourages or supports the responsible retailing of alcohol. The Smart Serve is a good example of the Industry taking its responsibilities seriously.”

Gemma Bell, Head of Responsible Drinking, Diageo Ireland commented: “I am delighted to be working with Pubs of Ulster on Smart Serve.  As the world’s leading premium drinks company, we know how important partnering with our own customers is at that point that they meet with consumers in either shops or bars around the world.  That is why we have invested in creating Smart Serve, an easy tool for shop and bar owners to ensure they are growing their businesses responsibly.

About Smart ServeThe site includes training videos, exercises and a booklet and it covers England and Wales, Scotland, Northern Ireland, Germany, Netherlands, Belgium and Luxemburg.The resource consists of 3 modules: 1.            Enforcing legal drinking ageKnow how and when to ask for ID, what to accept as a proof of ID and how to say no.

2.            Preventing drink drivingDisplaying the right information to educate consumers about the dangers of drink driving, celebrating designated drivers and providing them with practical alternatives to drink driving

3.            Creating the right environmentCreate a venue that combines enjoyment and a responsible drinking atmosphere for all the consumers.