Partly Cloudy

Partly Cloudy

max temp: 7°C

min temp: 1°C

ESTD 1874 Search

Ipswich: New Iceland store’s landmark decision to join trailblazing project to banish street drinking

16:17 29 April 2014

The new Iceland store in Ipswich town centre

The new Iceland store in Ipswich town centre

Ipswich’s nationally-acclaimed campaign to banish super-strength alcohol from being sold in the town has inspired another countrywide first today.

shares

Iceland’s new store, which is due to open in Tower Ramparts this morning, has become a trailblazer for the company’s other shops by voluntarily deciding not to sell low-cost high-volume alcohol.

There are now more than 100 out of around 142 off licences and retailers in Ipswich which have taken the pledge and signed up to the Reducing the Strength campaign.

The pioneering initiative, which is being replicated in towns and cities around Britain, is part of a multi-agency strategy to eradicate the anti-social problem behaviour of street drinkers.

Its launch in September 2012 attracted national media attention. Since then the scheme has continued to prove a success.

In March more than 200 delegates representing police, the drinks’ industry, and other organisations from across the UK met at Wherstead Park to discuss how to move the campaign forward.

Now police have said they were delighted with Iceland’s backing.

Chief Inspector Andrew Mason, who is overseeing Reducing the Strength in Suffolk, said: “It is great to see a new store open and volunteer to sign up to the Reducing the Strength campaign. We understand it is the first Iceland store in the country to do so and it’s fantastic that the company has chosen to do that in Ipswich.

“We look forward to continuing to work in partnership with Iceland and other retailers in the future.

“We also hope Iceland will consider removing the super strength alcohol from their St Matthew’s Street store in the near future.”

A spokeswoman for Iceland said: “Iceland always does its utmost to respect the views of the communities in which we trade.

“This is why, following consultation with the local authorities, we have volunteered to trial the removal of super-strength alcohol from our range in our new Tower Ramparts store.

“Alcohol is a small part of the Iceland offer but we try to provide our customers with a range of products that is relevant and competitive, and we will review this trial in the light of customer feedback and the views of the wider community.”

Reducing the Strength was set up by police and partner agencies including the East of England Co-op. It is also backed by the Ipswich Star and BBC Radio Suffolk.

In a double beat-the-booze boost, yesterday the Star reported on how police and community leaders are calling on every pub and club in Ipswich to join the town’s Best Bar None scheme.

Those behind the project are looking to increase the number of nightspots already signed up to 50 by the end of October.

Best Bar None promotes responsible management and operation of licensed premises. It aims to reduce binge-drinking and make Ipswich more desirable for those looking for a night out.

It has won national recognition for being the “most innovative scheme” in the country in the first year after its launch in September 2010.

shares

6 comments

  • Landmark decision? Iceland open a new store, one out of hundreds they have got across the country, and being part of the scheme for that one shop is a "landmark decision"? I cannot help think that this was a condition of them opening the new store in such a location. Nice publicity though.

    Report this comment

    Ipswich Entrepreneur

    Wednesday, April 30, 2014

  • Good- the only reason thes products are even made is for alcoholics. Somone once told me that 'Special Brew' have a marketing budget of £0....because nobody who takes pleasure in a nice relaxing drink or even a full on bender actually drinks it. It is made purely and simply for alcoholics to service their addiction. Quite frankly, just as heroin users get their legal, prescribed alternative, so should something similar be provided for these people.

    Report this comment

    Sentinel Red

    Tuesday, April 29, 2014

  • Next step - prohibition. And we all know how that turns out. Just wrong on so many levels. Restraint of trade on those breweries that make the stuff, totally legally, and those shops that sell it, again legally. Hypocritical of The Star, constantly publicising brewer's of high alcohol products to the middle classes. And not a success in that it just moves those who buy the stuff somewhere else.

    Report this comment

    paul e.

    Tuesday, April 29, 2014

  • Surely it shouldn't have been a decision for Iceland to make. It should have been a simple case of, "join the scheme or you don't get a license for the shop".

    Report this comment

    beerlover

    Tuesday, April 29, 2014

  • Good move (and a nice bit of free publicity just as they open the doors)

    Report this comment

    Citizen

    Tuesday, April 29, 2014

  • A very good scheme, I have not been hassled for cash for at least three months.

    Report this comment

    Happy

    Tuesday, April 29, 2014

The views expressed in the above comments do not necessarily reflect the views of this site

The accident happened on the A12 at Chelmsford

All lanes have now reopened on the A12 at Chelmsford following an accident in which a man died this morning.

Remnants of what is thought to be an 18th century ship found by Mark Hopkins on Thorpeness beach

Remnants of a what is thought to be a centuries-old shipwreck have resurfaced on the Suffolk coast.

A collision on East Mersea Road between a bus and a low-loader lorry which was carrying a steam engine.  Photo: Su Anderson

A bus driver who was critically injured in a crash involving a lorry carrying a 15 tonne steam engine told emergency teams to leave him and help his passengers instead.

The BP garage on the A134 in Sudbury has been ram raided in the early hours. Reports suggest the ATM has been removed.

Two people have been arrested and released on bail following a ram raid in Sudbury.

An artist's impression of the street scene at Wolsey Grange.

Plans for hundreds of homes on the outskirts of Ipswich have been approved – despite being shot down at a previous meeting.

Will Quince pictured with newborn daughter Annie

Colchester’s MP put his paternity leave on pause in a bid to bring in a new law to ban wild animals in circuses.

An early 'dishwasher' at the 1920 Ideal Home Show Exhibition - they don't build them like they used to

They don’t build them like they used - that is the sentiment of a Suffolk man who has finally scrapped his trusty dishwasher 27 years after it was first installed.

Most read

Fred Olsen Travel Sale

cover

Click here to view
the Fred Olsen
Travel Sale

View

Most commented

HOT JOBS

Show Job Lists

Topic pages

Streetlife

Great British Life

Great British Life
MyDate24 MyPhotos24