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3rd February 2012

Heineken backs PASS!

Heineken has sponsored the printing and distribution of 80,000 training cards to raise awareness of the PASS proof of age scheme to retailers across the UK. Cards will distributed to training providers, licensees, pub companies and security firms supplying door supervisors within the late night sector.

 The training cards (back and front shown below) are intended to help front line staff recognize the PASS hologram. The presence of the PASS hologram on a proof of age card indicates that the card is genuine and can be accepted with confidence.

Heineken’s Head of Public Affairs, Fenella Tyler, said: “Heineken in the UK is committed to supporting programmes which aim to combat alcohol misuse and promote responsible drinking.  Preventing underage sales is a key priority for UK alcohol retailers, and as the UK’s leading brewer and cider maker, we too realise that we have a duty of care to our customers.  As a major supporter of Best Bar None, the national award scheme which incentivises responsible on-trade alcohol retailing, we saw this initiative as another great way to raise awareness of underage drinking and to help retailers be confident that they are not selling alcohol to any underage customers.”


PASS Director Kate Winstanley said: ”Accepting a PASS hologram card which bears the bearer’s image and acceptable date of birth is due diligence, as advised by the Home Office and the Association of Chief Police Officers. We have identified a clear need within the late night sector for more training of front line staff and door supervisors in particular to assist with recognition of the PASS hologram. Heineken is doing the trade a great service by sponsoring this important and much needed training tool.”


Robert Humphreys, Chairman of the PASS Board said: “PASS is extremely grateful to Heineken for sponsoring this much needed training tool. We encourage all pubs and clubs to redouble their efforts to ensure that all staff, and especially any door supervisors employed at their premises, are trained to accept PASS cards. We would also urge pub operators that employ security staff to make acceptance of PASS part of their contract. Otherwise they are needlessly turning away legitimate customers which makes no business sense in the current difficult trading conditions.”


Training cards can be ordered direct from PASS.




Further information


Kate Winstanley

07590 924710


For further information about PASS


Notes to Editors


PASS (Proof of Age Standards Scheme) is a national scheme that accredits proof of age cards.   Twenty one different organisations currently issue PASS cards – five national schemes and sixteen local authority schemes. All have to comply with stringent card issuing standards that are audited every two years by Trading Standards.


Every PASS card carries a photograph of the holder with a distinctive hologram which gives retailers and law enforcer’s confidence that a card is genuine. PASS cards provide an important tool for retailers to ensure that they do not sell age restricted products to people below the designated age for a given category of product.  Age restricted products include alcohol, fireworks, lottery tickets, knives, petrol, spray paints and tobacco.