With so much information available on raising awareness about teens making better decisions regarding alcohol, Richmond’s retailers are also doing their part working together to reduce youth access to alcohol. The Responsible Retailing Forum is working with the retailers to evaluate an innovative, six-month program designed to help Richmond area bars, restaurants, liquor stores and other alcohol outlets do a better job of complying with a state law that limits the sale of alcohol to customers age 21 and older.
“We all must do our part to reduce underage alcohol access,” said Richmond Police Chief Bill Whitworth. “I’m glad that the Responsible Retailing Forum (RRForum) chose to work in our city and that our community is working together to keep our teens safe. In past studies, this program has produced dramatic increases in ID checking among the participating retailers, and we’re proud to assist in this national effort.”
The RRForum will focus on 30 to 40 licensees, all randomly selected. As a first step, the owners and managers will assess their current efforts, after which the RRForum will advise them on a set of “best practices” for encouraging staff to do a better job of checking IDs and refusing sales to minors. A key feature of the program is the use of mystery shoppers, young, legal-age inspectors (ages 21-24) who ask to purchase or be served an alcoholic beverage. Retailers generally ask their staff to check ID for any customer who appears to be under the age of 30.
“Whether an individual outlet failed to check ID will be kept confidential,” explained Brad Krevor, RRForum’s founding director, “But, we will be sharing combined mystery shopper results with key stakeholders throughout the community, including retailers whose stores are not being visited by a mystery shopper.” This feedback provides a way to monitor the project’s success and suggest further improvements, Krevor noted.
RRForum is a 501(C)3 non-profit organization that engages public and private stakeholders to promote responsible retailing. In 2009, through its technical services arm (RRF Field Services LLC), RRF received a National Institutes of Health award to develop sustainable responsible retailing systems for cities, states and trade associations. Organizations sponsoring and assisting in this effort include Diageo, the Distilled Spirits Council of the US, MillerCoors, National Alcohol Beverage Control Association, National Beer Wholesalers Association, American Beverage Licensees and numerous state regulators, distributors and retail associations.