Core principles
Our Core Principles
By signing-up to the Core Principles, participating venues commit to…
Train all alcohol-serving staff in responsible alcohol service
Train all alcohol-serving staff in responsible alcohol service
All alcohol-serving staff are trained in responsible service. This can include recognized industry programs or equivalent in-house training.
Go beyond the law to prevent underage access
Go beyond the law to prevent underage access
A zero-tolerance approach is in place. Staff are trained in age verification, screening, and prevention practices.
Empower customers to make responsible choices
Empower customers to make responsible choices
Promote responsible alcohol consumption by implementing key measures such as visible customer communications, trained staff intervention, a balanced offer that includes low- and no-alcohol options, food, and free tap water, or ensuring the use of standard alcohol measures and no unsolicited refills.
Support safe trips home
Support safe trips home
Provide information or solutions to help customers get home safely, such as transport options, designated driver initiatives, on-site breathalyzers or visible messaging on impaired driving.
Advanced principles
Advanced Principles
Leading venues can commit to two additional principles…
Inform and reward staff to champion responsible alcohol service
Inform and reward staff to champion responsible alcohol service
Staff are equipped with clear guidance and information on how alcohol is sold and served in line with the law and responsible service standards, for example via a formal alcohol responsibility policy. They are encouraged to raise any risks or concerns and are recognized for their commitment to responsible practices, through incentives or recognition schemes.
Collaborate with local partners to promote alcohol safety
Collaborate with local partners to promote alcohol safety
Work with local authorities and community partners to support joint alcohol responsibility or safety initiatives.
Serving with CARE is a voluntary initiative for hospitality venues to demonstrate leadership in responsible alcohol service. It is based on a simple set of principles that reflect good practice across staff training, guest care, and community engagement.
Participating companies can join at two levels: core and advanced.