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Red Stripe Pushes Responsible Drinking at Sumfest

Published:Wednesday | July 15, 2015 | 12:00 AM
Nanda Dukharan, brand public relations manager at Red Stripe.

For this year's staging of Reggae Sumfest at Catherine Hall in Montego Bay, Red Stripe will on Thursday showcase its Drink Right campaign. The campaign was launched in 2008 to address the issues of underage drinking, preventing excessive drinking and tackling drinking and driving. Drink Right is a social movement that strives to create a culture and attitude of responsibility in the consumption of alcohol through the implementation of a variety of programmes that show the highest potential for impact.

Red Stripe will have a team at each entry point to the show that will check IDs and issue armbands to those of the legal drinking age. These armbands are required at the bars for the purchase and consumption of alcohol. Bar spotters will also be roving the venue to ensure the adherence to the armband and alcohol purchase.

According to Nanda Dukharan, brand public relations manager at Red Stripe, the company is taking corporate social responsibility to the next level by ensuring that a 'bullet-proof' ID system is implemented; allowing only eligible patrons to access the alcohol bar.

"We understand the problems that harmful drinking can cause and we are contributing to efforts to find effective ways to address them. The implementation of the ID system at Reggae Sumfest has worked before and will work this year as we continue to push Drink Right at the events with which we're associated," said Dukharan.

In addition to the spotters, there will be volunteers with iPads, who will be encouraging persons to pledge to drink right online in return for a coupon for free bottled water at the bar. The aim is to achieve 3,000 pledges to the movement over the three nights.