13 Fitzroy Street, London, W1T 4BQ. Tel: 020 7755 3192 Email: info@fitzroviapartnership.com @Fitzpartnership © The Fitzrovia Partnership 2019

Reduce the Strength

We’ve Reduced the Strength this January

Reduce the Strength is a pilot initiative for the south of Camden which involves all licence holders of Supermarkets and Off Licences voluntarily removing the opportunity to sell super strength lagers and ciders in Fitzrovia and surrounding areas.

The Metropolitan Police, NHS Foundation Trust, Camden Council, and The Fitzrovia Partnership are working together in an effort to end the sale of this kind of alcohol, which has serious effects on consumers and communities.

‘Super strength’ alcohol includes lager, beer and cider with an alcohol volume of 6.5% or over that is sold very cheaply. The campaign is targeting the sale of these items only in off-licence premises.

Licensees in Fitzrovia have been asked to join the campaign by voluntarily removing the sale of these products from their stores. In total there are 81 off-licences in Fitzrovia.

Super strength alcohol is sold very cheaply, and is often bought by young people, or those with alcohol-dependency problems. Excessive consumption of these drinks can lead to health problems for the individual, can make them vulnerable to various types of crime and can lead to anti-social behaviour and community issues.

By highlighting the problems associated with the sale of this alcohol, the aim is that the number of off-licence premises selling super strength alcohol in the area will be reduced, with a reduction in vagrancy and anti-social behaviour – and members of the public will have a better understanding of the associated dangers.

On 5 December 2013, The Fitzrovia Partnership hosted a joint campaign with the Metropolitan Police, Camden Council, and NHS Camden to urge local licensed retailers to remove Super Strength lagers, beers and ciders over 6.5% ABV from sale in their premise in an effort to reduce the volume of crime and serious harm caused by such products.

So far, there has been a strong response to the project, with 83% of the 81 venues within the specified wards now being Super Strength free. Crime stats, hospital admissions and sales will continue to be monitored over the year to highlight the impact this campaign has had.

The remainder of businesses are working closely with the Police and Camden Council’s Licensing teams.

The outcomes for the scheme is to:

  • Reduce street drinking and begging
  • Reduce crime and anti-social behaviour
  • Reduce alcohol specific hospital admissions, including repeat admissions
  • Improve the health and wellbeing of Fitzrovia, and Camden at large

Further visits to the remainder of premises and a formal roll-out of the scheme will take place in the next few months.

Lee Lyons, BID Manager, said: “We are positive the ‘Reduce the Strength’ Campaign will have significant, long-lasting, and positive effects for those who work and live in Fitzrovia”.