Bottomless Beer Promotion

Can I offer bottomless beer to get people in to my pub for sports events?

Published: 26 April 2017

Question:

With both the FA Cup Final and UEFA Champions League Final coming up soon, I was thinking of offering bottomless beer in order to get people coming in to my pub to watch these events. However, I wonder whether I am actually legally allowed to offer promotions?

Answer:

Irresponsible drinks promotions are banned by the mandatory conditions and it is therefore an offence and breach of your premises licence. The responsible person must ensure that staff do not carry out, arrange or participate in any irresponsible promotion, where that promotion is carried on for the purpose of encouraging the sale of alcohol on the premises. These can include the provision of unlimited or unspecified quantities of alcohol free or for a fixed or discounted price, where there is a significant risk that such a promotion would undermine one or more of the licensing objectives.

You should also ensure your bar staff are fully trained in respect of their duties, in particular with serving people who are intoxicated. It is an offence under the Licensing Act to serve people who are intoxicated. A common sense approach is encouraged, which may include specifying the quantity of alcohol included in it or not targeting a group which could become more vulnerable or present a greater risk of crime and disorder as a result of excessive alcohol consumption.

For further information on this issue or any other legal licensing problems contact one of our licensing solicitors or call 0115 953 8500 / 020 3859 7760