Agreed, but I don't suppose it's just come out of the blue. Conjecture on my part of course, but they have possibly had some problems with 'boozing parents' and found themselves compelled to bring in some guidelines.
It's a bit sad, but some people are hard to educate and 'legislation' may be the only way. I can see that it is easier to have a company-wide policy like this than leave it to some hapless barman or manager to have to decide to refuse further service to a customer, who might be aggressive.