All East of England Co-operative Society stores will stop selling cheap, super-strength beers and ciders from 16 December following a successful trial.
The society stopped selling very low cost beer and cider with an alcohol volume of more than 6.5% in its Suffolk-based stores as part of a ‘Reducing the Strength’ campaign last year.
The trial, in partnership with Suffolk Police, Ipswich Borough Council, Suffolk County Council and NHS Suffolk, found that the volume of alcohol sales remained consistent, but the number of alcohol units bought by customers dropped by 113,000.
“I am extremely pleased to announce that sales of cheap, super-strength lager and cider will stop in all our stores,” said Roger Grosvenor, executive officer – retail for the East of England Co-op.
“High-strength alcohol tends to go to a minority of customers including some of the most vulnerable”
Roger Grosvenor
“Our partnership work has shown how removing the problem at source can help reduce anti-social behaviour in the local areas where we trade. As an ethical retailer, we want to ensure all our local communities can benefit from the positive effect such action can achieve.”
Inspector Darren Brooks, from Norfolk Constabulary’s licensing team, added: “Unfortunately high-strength alcohol tends to go to a minority of customers including some of the most vulnerable. We recognise the impact this can have on communities and welcome the action taken by the East of England Co-op to remove the problem at source and hope it will inspire other retailers to follow suit.”
East of England Co-op is now urging other retailers to follow its lead.
“We hope to encourage other retailers in the county to take similar action,” Grovesnor said.
Pointing to the face the co-op achieved consistent volume sales alongside the falling number of alcohol units bought, Grovesnor added: “This is not only good news for customers and communities, it’s good for business too.”
Blog: Reducing the strength
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