The Finnish Grocery Trade Association (PTY) and the Federation of the Brewing and Soft Drinks Industry will be entering into a unique responsibility partnership. From the beginning of 2013, PTY will join the kohtuullisesti.fi campaign, which communicates information about the responsible and moderate use of alcohol. To our knowledge, this is the first time that breweries and the grocery trade have shared a responsibility logo within the EU.
The kohtuullisesti.fi website provides a forum in which moderate alcohol use can be discussed frankly. It seeks to spark off debate about Finland’s still prevailing culture of binge drinking, and also to encourage consumers to evaluate and moderate their own alcohol use.
The Federation of the Brewing and Soft Drinks Industry launched the kohtuullisesti.fi campaign and logo earlier this year. PTY member companies will be able to use the kohtuullisesti.fi logo on their own packaging from the beginning of 2013.
“The grocery trade wants to shoulder its responsibility as a retailer of mild alcoholic beverages. In addition to the kohtuullisesti.fi campaign, our responsibility efforts include raising the age-check limit for alcohol sales to 30. Our goal is to completely prevent the sale of alcohol to those under age. We also hope to work with the authorities to reduce the volume of alcohol supplied to those under age. Studies show that underage drinkers usually obtain alcohol from friends that are of age,” says Kari Luoto, Managing Director of the Finnish Grocery Trade Association.
“A responsible drinking culture is the goal of both breweries and the grocery trade. We want consumers to enjoy our products responsibly and in moderation. Long-term awareness efforts are more effective than bans against the binge drinking that prevails in our culture. This new partnership will help us spread the word more effectively,” says Elina Ussa, Managing Director of the Federation of the Brewing and Soft Drinks Industry.
The kohtuullisesti.fi website has attracted over 33,00 distinct visitors, and over 220 users have added their opinions in the Mitä Mieltä? (What do you think?) section. The site also contains videos in which several familiar faces reflect on responsibility. You can watch all of these videos on the kohtuullisesti.fi website, and also on Facebook (facebook.com/kohtuullisesti.fi), where eager viewers have already left plenty of comments.
The grocery trade will be reinforcing age controls by raising the age-check limit for alcohol sales to 30 as of 7 January 2013. Over 60,000 check out assistants and trainees have already completed a new age-control training programme. The brewing industry has previously implemented the notable ‘Drunk, you’re a fool’ awareness campaign.
The Federation of the Brewing and Soft Drinks Industry
Managing Director Elina Ussa, tel. +358 (0)45 269 7711
The Finnish Grocery Trade Association (PTY)
Managing Director Kari Luoto, tel. +358 (0)400 688 708
Panimo- ja virvoitusjuomateollisuusliitto ry on olutta, siideriä ja long drink -juomia sekä virvoitusjuomia ja kivennäisvesiä valmistavan kotimaisen teollisuuden edunvalvoja. Sen jäsenyritykset ovat Oy Hartwall Ab, Nokian Panimo Oy, Olvi Oyj ja Oy Sinebrychoff Ab. Panimo- ja virvoitusjuomateollisuusliitto toimii Elintarviketeollisuusliitto ry:n yhteydessä, ja se edustaa maamme jalostusarvoltaan neljänneksi suurinta elintarviketeollisuuden alaa.