FIONNUALA SHEEHAN,
Madam, - I represent a new organisation - MEAS - recently established by the drinks industry to promote social responsibility among producers, marketers, distributors and retailers of alcohol products in Ireland.
A drinks promotion by a South Dublin licensed premises, which invited customers to drink freely for the night on paying a fixed door charge, has been the subject of recent media coverage. I believe this type of promotion encourages a culture of binge-drinking and drinking to get drunk which MEAS is determined to discourage.
I have communicated MEAS's condemnation of this irresponsible practice to the owner and management of the licensed premises concerned and will be working with the licensed vintners' representative bodies and other appropriate bodies to develop measures which discourage such practices. - Yours, etc.,
FIONNUALA SHEEHAN,
Chief Executive,
Mature Enjoyment of
Alcohol in Society Ltd.,
Merrion House,
Fitzwilliam Street Lower,
Dublin, 2.