Drinking Right at Sumfest
The curtains came down on a tremendously successful staging of Reggae Sumfest and the Drink Right campaign, which was in full force at the event. Red Stripe, the official beer of the festival, had strict measures in place to ensure that there was full compliance by patrons.
Over the three nights of the main event, each patron was checked at the entrance for their ID and banded with a Drink Right band. This band allowed them to access alcohol at the bars across the venue. In addition, there were Drink Right ambassadors combing the grounds to ensure that no one under the legal age was consuming alcohol.
According to Nanda Dukharan, brand public relations manager at Red Stripe, the initiative worked well.
"We made a commitment to enforce this campaign at all our events. It has worked well and I believe consumers are happy that we are taking a stand to help them enjoy exceptional moments even better," Dukharan said.
Positive patron response
Patrons had high praises for their experience as well.
"I love the idea to check for ID, because there are a number of children here and it is good to know that, if they go to the bar, they won't be served anything with alcohol," said Sandra Dawes-Smith when asked about the campaign.
Teams equipped with iPads to sign up consumers' pledge in support of the initiative were also dispatched in the crowd.
"Showing my support by pledging online gave me a chance to learn more about Drink Right. I really think it is admirable that Red Stripe is doing this," said Dawnette Marks.
The Drink Right initiative also ensures that consumers are drinking the right amount as is specified in the tag line 'Right age, Right amount', which helps to limit their chances of intoxication.