Challenge 25 / Identification

Challenge 25 is a retailing strategy that encourages anyone attempting to purchase alcohol who is over 18 but looks under 25 to carry acceptable ID:

  1. a photographic driving license
  2. a valid passport
  3. ID card with genuine PASS logo

Challenge 25 builds on the highly successful Challenge 21 campaign developed by the Retail of Alcohol Standards Group in 2005.

So remember, if you’re lucky enough to look under 25, carry valid photographic ID.

Please note: Entry is at manager’s discretion.