As Christmas approaches, the major producers and importers of alcoholic beverages making up The Sense Group have announced they will not sponsor open bar events that offer an unlimited supply of alcoholic beverages at a prepaid price and that target young people.

The Sense Group has since its inception in 1997 organised educational and media campaigns aimed at educating the public to consume alcoholic beverages in moderation.

Joseph Farrugia, chief executive of TSG, said: "The decision to stop sponsorship of open bar events is consistent with the stand that TSG has taken over the years to minimise abuse of alcoholic beverages. We believe that beer, wines and spirits are products that are pleasurable and contribute to societal well-being if consumed responsibly by persons above the minimum drinking age.

"It has been observed that open bar events that offer an unlimited number of drinks at a prepaid price can be an invitation to many, particularly young people, to binge, and that goes against TSG's principles".

It is still possible for open bar parties to be held, since organisers may still source alcoholic beverages through parallel importers or else through foreign intermediaries. However, Mr Farrugia believes that, particularly before the start of the festive season, this initiative will have an impact on the way such events are organised, and also raise more awareness about the need to celebrate responsibly.

As it has done in the past years, TSG will be intensifying its media campaign on drink driving during the festive season.

Mr Farrugia believes that there is no question that campaigns are having an impact on people's behaviour, and the message not to drink and drive is becoming more widely accepted and practised. Such initiatives, coupled with the provision of efficient and alternative transport, will certainly reduce the number of incidents related to drinking and driving, he said.