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Introduction (ii)
Key Governing Bodies
The drinks industry is a highly regulated market.
The supply and sale of alcohol drinks is governed by
a range of laws and codes which you must familiarize
yourself with if you plan to participate in this business.
In Ireland, the drinks industry takes its responsibilities
very seriously. The sector is both governed by
legislation and self-regulated. The industry abides
by some of the strictest codes for marketing and
promotion of alcohol in the world.
Industry bodies such as the Alcohol Beverage
Federation of Ireland (www.abi.ie) and the Drinks
Industry Group of Ireland (www.drinksindustry.ie) are
keen advocates of this code. ABFI also provides training
to marketing staf in the sector for the domestic market
that includes advertising, promotions, sponsorship,
digital media and pack labeling. Please note that over
90% of spirits and whiskey is exported and each market
will have it’s own laws and regulations relating to
alcohol.
The Drink Aware group is another body that works in
collaboration with industry to promote responsible
drinking to consumers (www.Drinkaware.ie). ‘Drinking
Responsibly’ is one of the cornerstones of the industry’s
code of conduct, which includes guidelines on selling
and marketing activities.
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