Pub staff will be told to stop using phrases such as ‘Same again?’ and ‘Is that a double?’ in a bid to cut binge drinking.
The guidance features in updated training guides produced by the alcohol industry for people working in the hospitality sector.
It encourages barmen to avoid any language that makes people feel pressured to drink and warns against disparaging those who choose low- or no-alcohol options.
The free online course also gives advice on how to deal with difficult situations, such as handling customers who are intoxicated or who appear to be underage.
It has been produced by the International Alliance for Responsible Drinking, a not-for-profit group dedicated to reducing harmful drinking.
Guidance encourages barmen to avoid any language that makes people feel pressured to drink. Pictured: A group of people raise their pints of beer in a toast
The organisation is supported by leading beer, wine, and spirits producers, including Heineken, Diageo, ABInBev, Beam Suntory, Pernod Ricard and Brown-Forman.
Trainees are told: ‘Avoid using presumptive language: it can make customers feel pressured to drink.
‘For example, don’t say ‘Same again?’, instead say ‘What would you like this time?’
It adds: ‘Don’t say ‘Do you want a large?’, instead say ‘Would you like a small or large measure?’.’
In one scenario given in the course, staff are told to ask customers ordering a whiskey: ‘Would you like a single or double measure?’, rather than ‘Do you want a double?’ or ‘Sure! Let’s make that a double?.’
The IARD said a core element of selling alcohol lawfully and responsibly is ensuring staff are empowered to deny sale when necessary.
It expects thousands of people to use the training in the UK and abroad.
The course material is being held up as an example of best practice, with individual bar and pub chains able to adapt it to their own needs, if desired.
Henry Ashworth, president and chief executive of the IARD, said: ‘IARD member companies support retailers’ and hospitality venues’ efforts to have their staff sell and serve alcohol beverages responsibly, to help prevent sale and service to those underage or knowingly intoxicated.
‘Towards this, we are proud to launch our latest resources that can be used to give staff the confidence to deny sales and service where necessary.
‘Together, we can help ensure the positive declines in harmful drinking seen in many parts of the world continue to spread, creating long-lasting changes in communities across the world.’
Patrick Villemin, from Heineken and IARD Board Chair, said: ‘As the world’s leading beer, wine and spirits producers we’ve crafted these tools to support retailers and hospitality venues big and small in their efforts to sell alcohol responsibly.
‘We will actively promote these resources to our customers.’