Mystery Shopping Programmes - Licensed Trade

Challenge 21

Challenge21 is the British Beer and Pub Associations campaign to raise awareness and to stop the sale of age related products such as cigarettes and alcohol to minor eg. those not old enough by law to purchase intoxicating products as previously mentioned.

You will have seen the Challenge21 posters and P.O.S cards in your local off license or pub, and if you look under 21 years of age you should expect to be asked for identification; those who are old enough but around the age that the law permits consumers to buy usually carry identification and there is no problem.

Adopting the Challenge21 program if you are a license holder is one of the best things you can do for serving under age customers with alcohol could lose you your trading license. Training your staff is easy; all they need to do is ensure that they ask anyone who looks under 21 years old for identification before they serve them. You can contact the British Beer and Pub Association for posters which inform for customers that Challenge21 is in operation or you can down load and print out a copy yourself from their website here BBPA

Here are some links to the most important aspects of Challenge 21

Think 21