Displaying Alcohol Responsibly: A Practical Guide for Licensed Premises

Simon Francis
3 days ago
3 min read

How alcohol is displayed isn’t just a merchandising choice — it’s a compliance responsibility. Under the Licensing Act 2003, poor display practices can increase the risk of underage sales, encourage irresponsible drinking, and draw unwanted attention from licensing authorities, Trading Standards, and the police.

This simple guide explores how to present alcohol in a way that supports the licensing objectives while still making commercial sense.

Why Alcohol Display Matters

Every licensed premises must uphold the four licensing objectives:

Prevention of crime and disorder
Public safety
Prevention of public nuisance
Protection of children from harm

Alcohol displays directly influence two of these: crime and disorder, and the protection of children. Regulators expect retailers to present alcohol in a way that avoids glamorising drinking, limits access for young people, and reduces opportunities for theft or misuse.

Core Principles for Responsible Alcohol Display

1. Alcohol Should Not Dominate the Space

A responsible display avoids making alcohol the focal point of the premises.

Good practice includes:

Avoiding alcohol‑only window displays
Ensuring alcohol is balanced with other product categories
Positioning alcohol away from entrances where possible

Overly prominent displays can be interpreted as encouraging excessive consumption.

2. Keep Alcohol Away from Child Appeal

Alcohol must never be presented in a way that attracts children or young people.

Avoid:

Bright, cartoon‑style packaging at child height
Positioning alcohol next to sweets, toys, or soft drinks
Youth‑style branding or imagery

Better practice:

Place alcohol above child eye level
Keep it separate from child‑focused products
Use neutral shelving and professional signage

3. Promotions Must Be Responsible

Promotional activity should never encourage binge drinking or high‑volume purchasing.

Avoid:

“Stack it high” displays
Price‑led messaging that pushes excessive consumption
Free alcohol incentives or volume‑based offers

Promotions should be clear, balanced, and focused on responsible retailing.

4. Clear Age‑Restriction Messaging

Age‑restriction signage should be visible wherever alcohol is displayed.

Recommended notices include:

Challenge 25
“It is illegal to sell alcohol to anyone under 18”
Clear ID requirements at displays and tills

This supports staff confidence and deters underage attempts.

5. Secure and Supervised Displays

Alcohol should be placed where staff can easily monitor customer behaviour.

Best practice:

Keep displays within staff sightlines
Use locked cabinets for high‑strength or premium items where appropriate
Avoid self‑service in high‑risk environments

This reduces theft, proxy purchasing, and other crime risks.

Staff Training: The Foundation of Compliance

Even the best display strategy fails without well‑trained staff.

Teams should understand:

Why alcohol is displayed in specific ways
How display decisions support licensing objectives
When and how to challenge customers
How to handle test purchases and enforcement visits

Training such as APLH and regular refresher sessions should be standard.

What Licensing Officers Look For

During inspections, authorities may assess:

Placement of alcohol relative to children’s products
Visibility and accuracy of age‑restriction signage
Promotional messaging and pricing
Overall impression of responsible retailing

Poor practice can lead to:

Licence reviews
Additional licence conditions
Formal warnings or enforcement action

Quick Compliance Checklist

Alcohol not placed at child eye level
No alcohol‑only window displays
Clear Challenge 25 signage
Alcohol separated from sweets and toys
Promotions do not encourage excessive drinking
Displays visible to staff
Staff trained on age‑restricted sales

Displaying Alcohol Responsibly: Final Thoughts

Responsible alcohol display is about more than presentation — it’s about compliance, risk management, and protecting your licence. A thoughtful approach demonstrates professionalism, supports staff, and reassures regulators that your premises takes its obligations seriously.

If you’re unsure whether your current displays meet expectations, contact Licensing Professionals for a full compliance review to help identify issues before they become enforcement problems.