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Launch of “Responsible Sale and Service of Alcohol”

Posted: 22 December, 2015

A new book by DIT lecturer James Murphy addresses the complexities of sale and service of alcohol for the tourism, hospitality and retail industries.

Left to Right:  Donall O’Keeffe, CEO Licensed Vintners Association; Professor Brian Norton, President DIT; Noreen O’Sullivan, President Vintners Federation of Ireland;  James Murphy, Author; Tim Fenn, CEO Irish Hotels Federation; Ralf Burbach, DIT; Jonathan McDade, Snr Executive Alcohol Beverage Federation;  Padraig Cribben, CEO Vintners Federation of Ireland. 

Titled “Responsible Sale and Service of Alcohol for the Tourism, Hospitality and Retail Industries”, the book examines the wide range of issues related to selling alcoholic beverages to the public and aims to provide a greater awareness of the obligation to act responsibly.

The book was launched in DIT Cathal Brugha Street, where the author is a lecturer in the School of Culinary Arts and Food Technology and has developed the first BSc degree programme in Europe in Bar Studies – Management & Entrepreneurship.  James has himself managed in the bar and beverage industry for over 30 years.  He is a former Education Chairman of the International Bartenders Association and a current Council Member of the Irish Guild of Sommeliers (IGS).

Minister for Health, Leo Varadkar TD expressed his support for the book and also commended James Murphy for the input he gave to the Department of Health during the drafting of the Public Health (Alcohol) Bill.  The Minister said “Government is committed to tackling the issue of alcohol use in Ireland and the widespread harm and pain it causes.  The Public Health (Alcohol) Bill which was published recently is the most far-reaching proposed by any Irish Government, with alcohol being addressed for the first time as a public health measure. I would like to wish James every success with this book which will be a valuable resource for students and staff in the hospitality, tourism and retail sectors.”

Speaking at the launch, James said “The safe service of alcohol is of vital importance to those in the food and beverage industry - failure to act responsibly can result in fines, loss of license and the potential closure of the business. It is important for all levels of the hospitality, tourism and retail service industries to minimise the risk of alcohol-related problems associated with the use and abuse of alcohol by any person, and management and staff who sell or supply alcohol must promote and support a safer environment for alcohol to be consumed in a professional and responsible manner. By engaging in the responsible sale and service of alcohol, a better environment is created for both customers and staff.”

“Responsible Sales and Service of Alcohol for the tourism, hospitality and retail industries” addresses the origins of alcohol and its role in modern society, and the rationale for responsible sale and supply for industry and society.  It also covers issues about which staff in the hospitality and retail industries need to be aware, such as effects of alcohol on the body and associated risks and benefits of consumption; techniques to prevent under age sales; and dealing with intoxicated and difficult customers.

“Responsible Sales and Service of Alcohol for the Tourism, Hospitality and Retail Industries” is published in the UK by Goodfellows Publishers – an international academic and professional  publishers and is described as “A vital resource for students, practicing food and beverage managers, industry practitioners, in-house trainers and staff members who wish to formalize and update their knowledge and skills in the responsible serving, sales and marketing of alcoholic beverages”.  Further details are available from the publishers’ website at: or from the author,