Should the party stop for online alcohol retailer Quenched?

  • News
  • May 28, 2015
  • Elly Strang
Should the party stop for online alcohol retailer Quenched?

See our previous story on Quenched here.

Since the Sale and Supply of Alcohol Act 2012 allows for remote selling (selling alcohol online), Williams says it’s important remote sellers have robust ID systems to ensure purchasers are 18 years or over.

However, she believes the more pressing issue is the company’s advertising choices.

“Our main concern with Quenched is the way they have chosen to market themselves,” Williams says.

She referred to the reason for the Sale and Supply of Alcohol Act 2012.

The act aims to ensure safe and responsible sale, supply and consumption of alcohol, as well as alcohol-related harm being minimized.

Clause 237 of the legislation specifically bans any promotion of alcohol that is likely to encourage excessive consumption.

“In my view, the use of taglines such as ‘Don’t stop the party at your place early’, ‘Delivering happiness’ and ‘Need booze quick?’ demonstrates a lack of respect for the law under which their licence was granted,” Williams says.

“They are promoting continued drinking, a sense of urgency to obtain alcohol and promoting alcohol as a way to happiness. In my view this type of promotion falls well short of the spirit of the law, and is quite possibly in breach of it.”

Williams acknowledges that Quenched may change its advertising after facing an onslaught of criticism.

The law rules that remote sellers are not allowed to deliver purchased goods between 11pm and 6am.

Some councils are attempting to restrict these hours further through their policies, such as Auckland’s Provisional Local Alcohol Policy.

“I am not sure how Quenched promoted their 45 minutes delivery times in relation to these restrictions, as I can no longer see the website,” Williams says. 

“However, they would need to comply with any restrictions of this nature.”

She says there are also concerns about how its delivery services ensure the company does not sell products to intoxicated people.

“Licensed premises are prohibited from [selling to intoxicated people], however it is very hard for the regulatory agencies to monitor compliance of remote sellers in this regard,” Williams says.

“Quenched seems to be marketing their service to those who are partying and already drinking, thus more likely to be intoxicated or approaching intoxication.  This begs the question of whether they are taking their obligations seriously.”

She says given the various issues surrounding the remote sales of alcohol, it’s worth considering banning the sales altogether.

​ ​

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