Tesco stores adopt Challenge 30 policy

07 June, 2007

Tesco could roll out a Challenge 30 policy to all its stores if a trial in 10 shops proves successful. The one-month trial includes stores in and around Doncaster in South Yorkshire, and Cleethorpes, Ashby and Crowle in Lincolnshire.

Tesco could roll out a Challenge 30 policy to all its stores if a trial in 10 shops proves successful.

The one-month trial includes stores in and around Doncaster in South Yorkshire, and Cleethorpes, Ashby and Crowle in Lincolnshire.

Shop staff will ask for ID from consumers buying age-restricted products – including alcohol – if they look under 30.

A Tesco spokesman said the scheme was a local initiative rather a head office decision.

“We support the decision that the management have taken locally,” he said.

He added: "If it proves popular with customers it may be something we'll take further, but if no one likes it we'll react to that."

"We need to support our staff because they are put in difficult situations," he said.

When asked whether the approach would have an adverse effect on sales, the Tesco spokesman said: “Not necessarily, it may just encourage local customers to make sure they have the correct ID on them.”

Asda is currently trialling a Challenge 25 scheme in 10 Scottish stores, but the Retail of Alcohol Standards Group still supports Challenge 21 for most retailers.




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Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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