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Red Stripe Launches New App

Published:Friday | December 18, 2015 | 12:00 AM

Informed by research into the most effective engagement techniques for young adults, Red Stripe launched a comprehensive responsible drinking campaign, 'Drink Right', on December 13, 2013. Since that time, the programme has received support and endorsements from several people, including Prime Minister Portia Simpson Miller, Youth and Culture Minister Lisa Hanna and the National Road Safety Council.

Eighteen months later, results from an independent audit showed that the campaign is effective and has a 72 per cent recall by the target consumer. As Christmas approaches, the campaign got an additional boost following the unveiling of its Drink Right App developed by bSocial.

"The application (App) is a first of its kind in Jamaica and will be a milestone in Red Stripe history as we tackle our initiative to promote our campaign to our consumers to Drink Right. The app will have the ability to measure the content of alcohol you are consuming in grams and convert it into how many drinks you are encouraged to intake. The app also has the ability to call you a cab. The app has numbers to taxi cab services in Kingston, Ocho Rios and Montego Bay," said Dianne Ashton-Smith, Red Stripe's head of corporate relations.

global producers

The app can also pick up your location and tell you where the nearest restaurant is, has Frequently Asked Questions and tips on how to drink right.

CEOs of the leading global producers of beer, wine and spirits recently released a report highlighting the progress on their unprecedented initiative to reduce harmful drinking.

At the two-year mark of the five-year programme, the beer, wine and spirits producers' commitments to reduce harmful drinking has shown progress in key areas including helping to reduce underage drinking, prevent drunk driving, and strengthen and expand marketing codes of practice to promote responsible drinking.

The commitments represent the largest-ever industry-wide initiative to address harmful drinking.