Extending our work with retailers
Miller’s ‘Respect 21’ programme is intended to prevent the sale of alcohol to underage consumers. The programme is designed for our retail partners and administered by Miller’s distributors and has been developed in partnership with Brandeis University providing measurable results on behavioural change, evaluated by a third party.
In 2007 ‘Respect 21’ was extended to three new locations including Miami, Florida. Participating licensees received signage, training material, and a H.E.L.P. guide containing guidance and best practice recommendations. Mystery shoppers, of legal age, determined the number of times retailers asked young people for age verification before and after a programme of training and awareness raising. Work showed a dramatic improvement – up from 46% in the first visit to 96% at the end of the project. Miller now plans to expand the programme in the coming year, taking ‘Respect 21’ to 10 new communities.
Supporting the introduction of national alcohol policies
In October 2007 the government of Lesotho adopted its first national alcohol policy. The Lesotho Brewing Company was instrumental in the process, bringing together a wide range of local stakeholders to discuss issues of alcohol use and misuse at Lesotho’s first National Alcohol Policy workshop in Maseru. Through this and subsequent discussions, the group developed a comprehensive policy that fits the local culture and will benefit the people of Lesotho by providing an approach to alcohol that seeks to encourage moderate consumption while minimising the harm from abuse.
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