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CHAPTER 8 CASE STUDIES
Key Point Summary
- Locations A (urban) and B (accessible rural) were selected as they represented extremes in the 6 fold Scottish Executive Urban Rural Classification, i.e. A is an urban location within an area with a population of over 125,000 and B is an accessible rural location with a population of less than 3,000, within 30 minutes drive of settlement of 10,000 or more. 39 This allowed insight into a wider range of issues associated with alcohol, off-sales selling and problem drinking.
- In both locations possible underage consumption of alcohol was observed but selling of such alcohol was not categorically observed 40. All stores that participated in the study operate 'Think 21' policies. Third party purchasing of alcohol is evidently a key issue to be addressed in the future.
- Both locations had hotspot areas where people would consume alcohol outdoors, such areas were well known to community residents. It also appears that the outdoor consumption of alcohol is, in some way, managed locally not just by Police but by the whole community with regards to what is seen as acceptable and tolerated behaviour.
- Although community youth activities are offered in these areas, it is clear that there will remain a quota of young people who do not wish to take part in supervised activities and therefore will seek out alternative ways to spend their time. Further, in all but one of the six store sites, no outdoor drinking was observed (directly outside shops), indicating that people tend to seek out less visible places to drink outdoors.
- The main types of antisocial behaviour observed were youths congregating and litter, no violence was observed.
Urban Case Study
Observation
8.1 Over the duration of the weekend all 3 stores were observed between the hours of 7pm and 10pm, and 10am and 1pm; Thursday, Friday and Saturday. 41 The weather was generally light rain.
8.2 Although in general, morning activity was observed to be notably quieter than the evenings, because a sporting event was scheduled, an increase in the quantity of alcohol purchased from Store 1 was observed on the second morning.
8.3 See Annex 10 for more detailed descriptions of the 3 observation stores.
Location A
8.4 The majority of Location A's population in 2001 was in the 16-64 age bracket, followed by the 65+ bracket, which is followed by the 0-15 age bracket, and it could be seen that there was a migration out of Location A.
8.5 The available statistics show that residents of Location A are, in general: poorer than the Scottish average, and are more likely to be claiming government support 42; have a lower life expectancy (both males and females), a lower age of first time mothers and a higher rate of teenage pregnancy than the Scottish average 43; and have a higher proportion of smoking- related, and drug- related deaths 44.
8.6 Location A exuded a strong sense of community from participants, and it is clear that generations live within close proximity of each other creating support networks for community members.
Alcohol and the Community
8.7 There is a clear distinction between the type of customers accessing the stores and their purchases. Store 1 attracts customers from both within and outwith the immediate community and on the whole, people were buying alcohol as part of their weekly shop. Store 2 predominantly attracts local customers however it also accommodates a 'through- flow' of traffic to its store; customers appears to access the store with the specific purpose of buying alcohol. In contrast, Store 3, only attracts customers from the immediate vicinity of the store, and once again, individuals appeared to enter the shop with the specific purpose of purchasing alcohol.
8.8 Focus groups from the area ( FG1/ FG2) described a struggling community less affluent than in previous generations, and the general consensus was that Location A had particular areas which were known to have specific problems and people were more or less affected by such problems depending on the geography of where they lived. FG1 held opinions that the local area is less desirable than in the past, a view supported by FG2, for whom all but one had desires to leave the area in the future.
8.9 All participants connected to Location A agreed that the consumption of alcohol could be seen as problematic, in particular young people under the age of 25 years consuming alcohol to excess were targeted; however suggestions to reduce the alcohol consumption rate were sparse. Interestingly, in response, FG2 described being socialised around alcohol from an early age by family, and later peers, and it was clear that the young people were drinking in the same pattern as their families. A number of views also suggested alcohol is more available and cheaper in the current climate.
8.10 In general, participants (and in particular Area Key Stakeholders [ AKS]) believed Location A has a high mortality rate, particularly in specific pockets of the area; other problems mentioned were standard to the findings of the rest of the research. 45 Interestingly, AKS felt that health messages were not acknowledged in Location A therefore community knowledge of associated health problems was thought to be poor.
8.11 Addressing such issues does not appear as clear cut, one AKS suggested that trying to narrow the gap between communities in this part of Scotland is, at the moment challenging, because people in Location A have become fairly removed from their nearest city.
Off-Sales and Licensing
8.12 Of those who answered, participants felt that changes to the licensing laws will make little or no difference to the consumption of alcohol in Location A. 46 Staff from the three stores described at length the training and courses they receive with regard to licensing laws.
8.13 In particular, Store 1 run regular refresher training on 'Think 21' to provide extra support to Staff.
Purchase and Consumption Patterns
8.14 All stores attract a range of ages of customers. Store 1 clearly appeals to people who have transport, both family and 'single' customers who can complete a weekly shop in one session, and bulk buy where necessary. On the whole, alcohol is purchased as part of an overall periodic bulk shop.
8.15 Statistics taken from interviews with Store 1 suggest that the best alcohol seller is lager/beer 47 (30%), in particular, special offer bulk purchases; closely followed by cider (25%), wine (25%) and spirits (20%). The main age market for Store 1 in terms of alcohol is over 25 years.
8.16 Stores 2 and 3 cater more for 'convenience' shopping, particularly Store 2 where the same customers were observed buying singular items repeatedly throughout the day (including singular cans of lager). Through observation, Store 2 sells large quantities of lager/beer and fortified wine ('Buckfast').
8.17 A number of Staff described a clear distinction between the consumption patterns of those under and over 21 years of age. It is perceived that people under the age of 21 years begin to consume their alcohol immediately after purchase (and finish it that night) however people 21 years and over are thought to 'prepare' for their evening by purchasing alcohol but not consuming until either later that evening or on another occasion entirely. Noticeably, all participants agreed 'Buckfast' was the drink most likely to be consumed during street drinking, indeed one part of Location A is known as 'Buckfast Valley'.
8.18 Women are postulated to consume higher amounts of alcohol than men in comparison to recommended safe drinking levels. This activity is perceived to be cultural and not just specific to Location A.
8.19 Staff described alcohol sales as being affected by seasonal or sporting events, for example Christmas or sporting events, and subsequent periods (e.g., January) as experiencing a 'slump'.
8.20 Overall, high purchase rates were observed throughout Location A, supported by the perceptions of research participants that residents of Location A consume a high volume of alcohol.
Profile of Purchasers
8.21 Whilst all stores described a wide-age range to their general customers it was clear that all three stores serve predominantly lager/beer to a male market of around 30 years of age; and to a female market of the same age, wine and white spirits. In addition Store 2 serves a high volume of fortified wine to people between the ages of 18 and 21 years, and Store 3 'alcopops' to the same age group. Older males are alleged to be the biggest whisky consumers.
8.22 Area Key Stakeholders firmly believed drink type is correlated to financial status.
Promotion
8.23 All participants had a knowledge and understanding of the term 'promotion'. Stores 1 and 2 currently run promotions on a three week rotation.
8.24 Promotional activity differed between stores. Two of the three stores are governed by national head office decisions (which are largely based on sales figures), whereas one store, on the whole, makes its own independent decisions based on their gross cost of alcohol. 48 Promotional offers are apparent throughout the year and change in line with the seasons and sporting events.
8.25 It was stated that because promotional activity is so common, promotions have to be very visible in stores.
8.26 In line with previous focus group findings, the older adult focus group stated acknowledging store promotions and changing brand depending on specific promotions however their evidence suggests they are unlikely to be swayed into changing the type of alcohol they buy because of a promotion. For example, a consumer may make a decision between Tennents and Miller lager depending on the offer but are unlikely to purchase wine instead of lager should promotional activity be on the former but not the latter. It was postulated by Staff that the above statement is particularly true for males but females can be persuaded to change their type of alcohol depending on the offer.
8.27 The available evidence suggests that people who drink on a regular basis are more likely to be swayed by promotional activity and those who do not may remain with a favoured drink whether on promotion or not.
8.28 Staff and Area Key Stakeholders distinctly agreed that promotion of alcohol increases consumption, with specific reference to bulk buy promotions; this is not a view supported conclusively by participants of focus groups in this area and a small sample of shoppers from Store 1 who, whilst agreeing that they purchased promotions did not support the view that their consumption level would increase.
Negative Consequences Associated with Alcohol Sales in the Community
8.29 One of the main issues arising through this study is the matter of third party purchase of alcohol (however no overt instances of 'shoulder tapping' 49 were observed). Indeed Staff and Area Key Stakeholders were unsure how to tackle the rising problem of third party purchasing but cited being able to establish who alcohol is being purchased for as a major issue
8.30 In order to tackle antisocial behaviour, participants suggested the following three solutions: more police, better education and more training for Staff.
Front Loading
8.31 As with other locations within this study, the evidence to suggests that people drink before going out, and this is generally seen as being part of the West of Scotland culture (and not isolated to one specific location). One Staff member pointed out that the West of Scotland also has a culture of 'back loading' 50.
8.32 The issue of 'front loading' is obsolete when considering underage drinking. Young people in Location A are not perceived to be entering on-sales establishments on a regular basis therefore alcohol consumption remains within private residence or outdoors.
Antisocial Behaviour in the Community
8.33 Both focus groups perceive Location A as an area where people, on the whole, consume too much alcohol, and the reasoning for this was the 'run down' nature of most of the area. 51 Alcohol is seen very much as a cultural entity in Location A too, both groups acknowledged watching their parents drink frequently; the older adult focus group expressed greater concern about the amount of alcohol consumed by young people in the area.
8.34 The nature of alcohol consumption in Location A was seen as creating problems around the local shops, in particular Store 2, however the focus groups did not perceive there to be any possible solutions to this. Only on one instance did researchers observe police moving people on, and in general although communicating with passers by, static groups were not observed displaying overtly antisocial behaviour. In fact, at Stores 1 and 3 it is not socially acceptable for people to congregate outside, however, this is part of common practice outside Store 2.
8.35 Store 2 was the only location where outdoor drinking in the vicinity of the shop was observed. This occurrence did not appear 'out- of- the- ordinary' and over the course of the weekend people congregated in the spot regularly. Whilst it was not possible to guarantee that the alcohol consumed was purchased in Store 2, members of the group were observed using the shop for other purchases and other practical considerations mean that the likelihood of this was high.
8.36 Store 1 was perceived to experience the least amount of problems because it exercises tighter controls on local behaviour (and purchases of alcohol), added to this the elder focus group believed young people are less likely to access the store because its location is further away from Stores 2 and 3.
8.37 A number of participants remarked that alcohol is used by young people in Location A to give confidence, and possibly exert authority. Empty bottles were seen to be thrown by youths (although in a general direction with no particular target) and Area Key Stakeholders noted that such objects were known to be used as weapons.
Underage Drinking and Off-Sales
8.38 In Stores 2 and 3 the decision to sell alcohol was predominantly based on local knowledge; many customers were known to Staff by name and few identification checks were made despite all 3 stores displaying 'Think 21' policy posters. Conversely, in Store 1 there was no added interaction between seller and purchaser other than the one-time transaction. In Stores 2 and to a lesser extent 3, decisions to sell were based on local knowledge, with Staff having a greater involvement/ knowledge of the community.
8.39 This creates a further dilemma when considering Stores 1 and 2 were observed selling alcohol to young people whose age it was difficult to determine (i.e., within the age range of 16 to 20 years) without checking identification, however that said, Store 1 in particular was on the whole observed making a considerable number of identification checks with support controls in place.
8.40 When asked retrospectively, the young persons' focus group conceded that they had been served alcohol whilst underage (and to that effect acknowledge it was wrong) however this was not seen as an issue. Nor was the particular type of alcohol consumed; the primary emphasis was on becoming intoxicated.
8.41 Again, the young persons' focus group also indicated the heavy use of drugs (specifically cannabis) is an everyday occurrence from the age of 11 years however as has been seen with previous research ( HFAL, 2004) using cannabis or psychostimulants is perceived as acceptable and 'part of growing up' in some areas whilst opiate use remains demonised.
8.42 Participants indicated that currently there is a group of approximately 12 youths under the age of 16 years who frequently hang around outside various hotspots often being moved from one to another by police. Their known drinks are 'Buckfast' and low priced wine. Other local businesses indicated that this is the group which causes them the most problems of an evening as an indirect consequence of alcohol consumption. 52
Accessible Rural Case Study
Observation
8.43 Over the duration of the weekend all 3 stores were observed between the hours of 7pm and 10pm, and 10am and 1pm; Thursday, Friday and Saturday. The weather ranged from very wet to dry.
8.44 In general, alcohol promotions and advertising did not alter over the observation period.
8.45 Over the course of the weekend no outstanding unusual activity was observed. Researchers gained knowledge regarding the local outdoor 'hot spots' where young people congregate. A small number of tourists were observed.
8.46 See Annex 11 for more detailed descriptions of the 3 observation stores.
Location B
8.47 Similar to Location A, Location B's population in 2001 was mainly in the 16-64 age bracket, followed by the 65+ bracket, which is followed by the 0-15 age bracket, but it could be seen that there was a net migration into Location B.
8.48 However, the household statistics are indicative of a less deprived area. Specifically residents of Location B are below the Scottish average in terms of claiming unemployment benefit (2.4%), and claiming income support (9.9%). Male and female life expectancy is also just above the Scottish average, as is the average age of first time motherhood and teenage pregnancies are below the Scottish average 53. Location B also has a lower- than- average percentage of the population who died from with smoking- related, or drug- related deaths 54.
Alcohol and the Community
8.49 In contrast to Location A, customers in Location B tended to be local residents, or passing- trade. It is not a location where people would generally travel to, to complete a weekly shop. A number of participants described accessing neighbouring towns or cities for grocery shopping and utilising the stores in Location B more for 'convenience' shopping.
8.50 As with Location A, there is a distinction between what customers purchase in Store 4, 5 and 6. Stores 4 and 5 are both used for general grocery and convenience shopping whilst Store 6 is used solely for the purpose of alcohol, cigarette or confectionary purchase.
8.51 A chief concern with Location B residents was the fact alcohol was being consumed by underage drinkers who got into problems with alcohol, leading to antisocial behaviour. Street drinking was also an issue. Alcohol was not believed to be purchased by the under age individuals, but by relatives, friends, or persons approached in the street.
8.52 Other community issues included general health concerns, and the lack of facilities for young people in the community, which resulted in boredom and young people drinking excessively. Those questioned were aware of health concerns caused by alcohol consumption. It was also said that there were a number of alcoholics in the area that were well known, now in their 30's and having worked very little. The effect of alcohol on mental health was also mentioned, as was the load placed on emergency services. One individual believed that people did not realise the effect it had on their health.
8.53 A cultural issue with the consumption of alcohol was also referred to, as well as the fact that the availability, strength and palatability had all increased. It was believed that the cultural image needed to be addressed, rather than the availability of alcohol. It was also suggested that young people could not observe acceptable drinking patterns in our current climate, therefore not learning behavioural control and social integration at the same time. Being socialised in a mixed age environment was believed to be important in teaching young people how to drink acceptably.
Off-Sales and Licensing
8.54 It was not thought that the new licensing laws would have an effect on consumption rates, as people who wished to drink would do so. The smoking ban was believed to have more of an effect as people would not go out as much.
8.55 Opinion differed in how much responsibility lay with off-licences. It was agreed that responsibility lay with the licensee to ensure that staff were adequately trained, and had an understanding in how to responsibly sell alcohol. However, it was also felt that most off-licences were responsible, and that they were not able to control how it was drunk or who by. Better education into safe drinking was felt to be required, and society as a whole should also be more responsible.
8.56 All local off-sales businesses had a strict 'Think 21' policy; Stores 4 and 5 ran training courses for Staff on such issues. In addition, Store 5 registers details of any identification cards, or lack of them, and operates test purchasing 55. Evidence was also found with regards CCTV, and personal panic alarms. Staff felt that training was useful in learning how to spot individuals buying for a third party. They felt that restrictions on the hours that alcohol could be sold were appropriate, as there was ample opportunity to purchase alcohol during the day and they would not wish to be selling alcohol late at night. 24 hour licensing was not desired.
8.57 Stores also reported being restricted by the local licensing board where alcohol could be placed in store.
8.58 A member of Staff in Store 5 reported that they had refused to sell to an individual who was blatantly buying for under age drinkers, who was charged with the offence and given a fine. The individual later came back to apologise to the store worker.
8.59 In general, Staff reported local knowledge of community residents and therefore knowledge of ages of young people.
8.60 A number of community members hold the perception that 'Buckfast' (and possibly MD 20/20) is banned locally due to previous antisocial behaviour consequences associated with consumption, however, upon closer examination it appears this issue is simply controlled by individual stores, which has the same desired effect.
Purchase and Consumption Patterns
8.61 In general, purchase activity is nothing out of the ordinary in Location B. People enter a shop with the expressed desire to make either a grocery or alcoholic purchase, or both. People only 'window shop' outside Store 6 which has a display of promotions in the front window.
8.62 Throughout the duration of the weekend only one observation was actually made of a person consuming alcohol outside Store 6; that said, the alcohol had been purchased prior to the event and was placed in a doorway whilst Store 6 was entered to purchase cigarettes. However researchers did observe the purchasing of alcohol from Store 4 by people who appeared to be between the age of 16 and 20 years who then proceeded to walk to a 'hotspot area' close by. This suggests that whilst alcohol is undoubtedly consumed from off-sales in an outdoor atmosphere, those who do so, seek out more private locations and do not bring the issue to the public eye.
8.63 In general, across Location B, lager/beer are thought to be the bigger sellers and this was backed up by observational data. However, focus groups indicated that the most popular purchases were wine alongside lager/beer.
Profile of Purchasers
8.64 It was clear that all three stores had a wide age range of customers, but that choices made, differed. Persons across the board would purchase lager/beer, with young people also choosing low cost vodkas and 'alcopops', whilst middle aged persons were more likely to purchase wine and more expensive vodkas; and the older generation preferred whisky and spirits, as well as stouts. People usually shopped from mid- afternoon to evening.
Relationship between On- and Off-Sales
8.65 Reference was made by a number of participants to the fact that historically Location B has had a high proportion of both on- and off-sales licences per population however the number of licences has diminished over recent years.
8.66 Evidence gathered from the focus groups also suggests that people are going out less and tending to prefer socialising at home with friends and family.
Promotions
8.67 All those interviewed had a knowledge and understanding of the term 'promotions' and could name examples. All 3 stores had promotional activity set by a central head office which is rotated on a minimum 3- week rotation.
8.68 Promotions varied between stores however at the time of observation all three stores offered discount or multi-buy on wine, beer and a spirit. Staff from Store 5 believed that promotions do affect levels of consumption, and that during a 'final promotion week' there is an upsurge in sales.
8.69 Store 6 did not indicate how long their promotions lasted, but did say they felt promotions were a form of loyalty shopping. They reported seasonal changes to the types of alcohol being promoted, as well as the layout of promotions, and also during events, e.g. sports. Staff also stated that one of the reasons for their promotions was to compete with supermarkets. Store 5 reported that its own brand goods sold well as it was the cheapest in the area, and believed that rather than promotions attracting sales, it was the cheap price.
8.70 As seen in the urban case study, participants reported being unlikely to change type of alcohol regardless of promotional activity but would be persuaded to change brand depending on what alcohol is on offer. Again this concept was attributed to younger people more so than older people. It must be considered that there is not necessarily the need for consumers to change their chosen drink because promotional activity is now the norm rather than the exception.
8.71 Store 6 did not believe promotions increased the rate of consumption, although it did believe it increased sales volume.
Negative Consequences Associated with Alcohol Sales in the Community
8.72 A main issue with alcohol being sold in the community was the resulting antisocial behaviour. In particular, young people (both underage and in their late teens), were implicated in such behaviour. It was postulated that individuals in their late teens (and thus legally allowed to drink) would sit outside and drink, despite the fact they were able to enter on-sales. Although they were not observed to cause trouble, older people could still find them intimidating. A number of participants suggested this was the main route of third party alcohol purchasing.
8.73 Antisocial behaviour in the community was seen predominantly in two forms: from off-sales causing litter and vandalism in public places, and some amount of nuisance; and from on-sales in terms of noise nuisance after trading times.
8.74 Store 6 also had an ongoing training scheme, begun when a Staff member started, and repeated every quarter.
Front Loading
8.75 Location B believed that it was the younger generation aged 21-30 who were front loading. The consensus was that this was due to the high cost of alcohol at on-sales.
Antisocial Behaviour in the Community
8.76 The main perpetrators of antisocial behaviour in Location B were reported as young people between the ages of 15 and 25 years. The major complaints were of street drinking, vandalism, breach of the peace and noise nuisance.
8.77 It was felt that dealing with antisocial behaviour shouldn't be solely the responsibility of the police or retailers, but an issue everyone should be involved in. As well as this there should be more education at schools.
8.78 At varying points throughout the weekend, all 3 stores observed youths congregating however, alcohol was not involved in all these interactions and no trouble was observed. The general consensus is that to consume alcohol youths tend to relocate to positions outwith the public eye, not on the main street in their area.
8.79 Within Location B the main reason given by people for excessive drinking by young people was boredom. However, it was also recognised although there are a range of formal activities offered for youngsters, the belief is that those partaking in excessive drinking would not access such services. One of the main issues arising from the data collected in Location B is that it may not matter what activities are offered to young people for a percentage of them, most important thing is not to be involved in a supervised activity.
8.80 Disparity of opinion arose between the community and Police in terms of visible Police presence. When the topic arose in focus groups it was suggested Police presence is lacking in Location B and to increase this (including response times) would be beneficial, however Area Key Stakeholder interviews suggested that enough is currently being done by Police with regards to physical circulation and confiscation of alcohol from under age drinkers, as well as dealing with anyone they could prove was giving alcohol to underage persons. This perception of a lack of policing, particularly in the evenings, was thought to be detrimental to the area.
8.81 All stores were observed to be selling alcohol in a responsible manner however a number of instances arose where researchers felt ' Think 21' policy was perhaps not being practiced. As with Location A, a large proportion of the customers are known by name to Staff however researchers are of the opinion that some of the decisions made by Staff at Store 4 were perhaps unwise and not strictly in line with 'Think 21' policy.
8.82 What could not be recognised from the observational sessions were what other substances were being used, i.e., evidence could be seen of lighters and lit substances however whether or not these were cigarettes or drugs researchers were unable to tell.
Underage Drinking and Off-Sales
8.83 It was reported that in the area there was a great deal of under age drinking, which was said to have a negative effect on the community. The young people were not believed to be purchasing the alcohol themselves, but asking relative, friends or strangers approached on the street to purchase it for them.
8.84 It was stated that police should take a harder line with young people caught drinking. At present confiscated alcohol was poured down the drain, but a participant believed that the young people were simply obtaining more alcohol. It was felt that a harder line should be taken to control the young people. It was also thought that parents should be more responsible for their children, and that retailers should be aware of who they were selling to. It was also stated that there were too many off-licences, and that the price of alcohol was too low.
8.85 Local hotspots for outdoor drinking were known by all and therefore in the evening it appears most people tend to avoid such places. These areas used have been so for many years and appear to be successful spots because they are secluded and young people can socialise without being 'supervised'. When Police visit these hotspots, and the local council demolished some shelters that had become hotspots, the problem simply moved to another area before returning.
8.86 It was reported that some people would buy alcohol for minors to drink as they felt it would happen anyway, and would prefer it to occur in a controlled environment. It was also pointed out that it was not just under age drinkers causing problems in the area, but also individuals leaving on-sales intoxicated.
8.87 The Staff at Store 6 said they knew most people in the community, which deterred young people from attempting to purchase alcohol. They believed that although their 21 policy enabled them to identify those who were underage, many underage persons continually tried, with no penalty, and that there should be a fine or other punishment to deter them.
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