Red Stripe, a brewing company which relies heavily on alcohol consumption to turn a profit, will tomorrow launch a campaign to discourage irresponsible drinking.

The company said its new initiative to contain 'rampant' anti-social behaviour linked to alcohol abuse was unlikely to impact its local beer sales.

The campaign 'Think. Drink' will also be targeted at drunk drivers.

It comes behind the beer-makers other campaign 'Live Red' to boost the sale of its flagship brew Red Stripe.

Drink responsibly

"As a company which has the country's interest at heart, we want to bring to life the need for people to drink responsibly," McKenzie told Wednesday Business.

"When you are drunk it won't be enjoyable so we are making sure that the drinking experience is a positive one," he said imploring people not to drink and drive. "The abuse of alcohol is a problem and we are trying to adjust that."

He declined comment on how much the company would spend, but said it would mainly be a media campaign.

Red Stripe's domestic sales grew a weak four per cent in 2006 to $7.5 billion, tripling export sales which pushed total turnover to $10.1 billion. But profits were down $100 million to $2.21 billion. Red Stripe, when it published the results, signalled to the market that it would concentrate on building local sales in the current year.

"We do expect Red Stripe to grow and all our brands to grow," said McKenzie.

susan.gordon@gleanerjm.com