StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
Issue link: http://read.dmtmag.com/i/116851
these various grant programs,��� states Bethany Gardner, Director of the PLCB���s Bureau of Alcohol Education. Mystery Shoppers and Minor Decoy Operations ome responsible drinking initiatives are a bit more involved than traditional marketing campaigns. In 2011, OLCC brainstormed different ways in which to educate licensees about the dangers of selling alcohol to intoxicated individuals. Taking a unique approach, the OLCC piloted a Mystery Shopper program funded by the Responsible Retailing Forum (RRF) and the National Alcohol Beverage Control Association (NABCA). The Mystery Shopper experience unfolded as such: a male and female actor would pretend to be intoxicated, enter a liquor licensed business, and attempt to order an alcoholic beverage. If the actors were served despite their pseudo-intoxicated state, the licensees were asked to attend an educational program to learn about appropriate ways to identify and engage with intoxicated patrons. ���The whole purpose behind the program was that we knew we needed to make licensees aware of these issues, but not penalize them,��� explains Commission Chair Skinner.. ���Our licensees really appreciated the program, and we extended it beyond its pilot year.��� The Mystery Shopper program also proved to have a significant impact on reducing alcohol sales to intoxicated patrons. In 2011, 48% of Mystery Shopper couples were served alcohol, compared to only 34% in 2012. In an effort to focus on underage drinking, the OLCC also facilitates Minor Decoy Operations. For this program, young adult volunteers ages 18 to 20 are teamed up in a male/female pair. They are accompanied by a team of OLCC investigators, who enter the establishment in advance of the decoy couple in order to make sure the location is safe, and also to ensure that they can witness the interaction firsthand. The decoy couple then enters the establishment and attempts to purchase alcohol. The investigators observe the interaction to see if the decoy couple is carded by the cashier, and if so, to determine how they are carded: e.g., does the cashier request to see an I.D. or just asks the decoys for their dates of birth, and does the cashier scan the I.D. through a state identification system, if one is available? If the licensee does sell alcohol to the decoy couple, the OLCC investigators issue a citation for serving to a minor, and also have an education session with the licensee immediately following the incident. Alternatively, if the licensee refuses to sell to the decoys, the investigators congratulate them on their compliance. Clearly, all control states feature some sort of responsibility program, and the initiatives cited above are just a few of the more ambitious examples of how the control SW states continue to move forward on this front. S Filming of a social responsibility public service announcement at Mult Falls, OR, for the Oregon Liquor Control Commission. Responsibility Action Points ith such a wide variety of campaign mediums to choose from, control states may go about promoting responsible drinking initiatives in a variety of ways. Some tips to consider before embarking on your next campaign: Determine whether your message is relevant. Will your campaign resonate with its target audience? Is it appropriate for and relatable to the intended demographic? Find a unique angle. Responsible drinking campaigns have been around for a long time. Figure out a way to make your campaign interesting and engaging so people pay attention and grasp the heart of your message. Utilize all available resources. Most departments are struggling with limited staff and even more limited budget dollars. Explore all campaign mediums available to you, many of which are inexpensive and even free (web sites, social media, etc.). Decide how to measure overall effectiveness. You���ll never know how well your campaign works unless you take the time to analyze the results. Conduct focus groups, keep track of web site hits and social media shares, and review statewide statistics to measure your impact before and after a campaign. This information is relatively easy to procure and will prove invaluable to you as you continue honing your messaging in the future. W 34 StateWays I www.stateways.com I March/April 2013