Fight against underage drinking continues - I'm Legal Initiative expected to grow legs for Christmas

Curtis Campbell, Gleaner Writer

The Jamaica Alcohol Beverage Association (JABA) recently hosted the I'm Legal press conference at The Jamaica Pegasus hotel in New Kingston. The event was attended by media personalities, local promoters and various alcohol-brand representatives.

The JABA is prepared to put its money where its mouth is in an effort to ensure that only patrons 18 years and older will have access to alcoholic beverages.

The body also highlighted that the issue of underage alcohol consumption has long plagued the island with little or no regulation to counter the problem. However, JABA intends to shift that paradigm through the I'm Legal Initiative.

The I'm Legal age-verification initiative was successfully experimented with at the Independence Weekend parties hosted in Negril last August.

Red Stripe and J. Wray & Nephew, along with the promoters of the events, were able to screen patrons via identification cards.

Patrons were also issued specially branded armbands to show that they were of the required age to consume alcoholic beverages. The intention of JABA is to continue that movement to include the all-inclusive events of this Christmas season.

IMPORTANT STEP

According to Greta Bogues, general manager of the corporate affairs division at J. Wray & Nephew, the I'm Legal Initiative is of prime importance to Jamaica.

"This is an extremely important initiative for J. Wray & Nephew. It is very important that people consume our products responsibly, and an initiative like this is really enforcing our overall corporate social responsibility stance in ensuring that underage drinking is not taking place at the events that we sponsor. I don't know if I have any specific statistics to show what age groups are consuming our drinks, but what is important is that we ensure that our consumers are over 18," she said.

Bogues also outlined that the initiative was of national significance and that the company was prepared to absorb a decline in sales as long as the underaged were not drinking.

"I think what is important is that alcoholic beverage companies are responsible in what they do and if that responsibility leads to less consumption, then that is part of the process. But what is important for us as a company is to ensure that individuals who consume our products are drinking responsibly and they are over the required age of 18," she said.

Dr David Lowe, vice-president of marketing and retail trade at Caribbean Producers Jamaica, told The Gleaner the initiative meant everything.

"We take pride in being a good corporate citizen and underage drinking is a problem and misuse of alcohol is a problem. Any way we can be a part, collectively with the industry, to prevent anything that could be considered misuse of our products we want to make sure that we play a role in managing that process," he said.

According to Lowe, JABA was helpful in highlighting the social responsibility of the corporate Jamaica in addressing the issue of underage drinking.

HELPFUL INITIATIVE

"I think the JABA process has been very helpful in getting a common platform, which is to understand that the industry has a social responsibility and can only address the issues with one voice and one approach. Where the challenges continue to be is to make sure that the people who work with us through the party scene play their part. We have made sure that they are aware of our expectations and certain objectives. We will assist them where necessary and will help to sensitise all of the stakeholders … such as parents, etc," Lowe said.

Paul Hamilton, marketing and sales manager of Worthy Park Estate, disclosed that promoters will be educated about the goals of JABA and that necessary verification will be made at their sponsored events to ensure that the I'm Legal concept is maintained.

Members of the initiative include J. Wray & Nephew Limited, Red Stripe, CPJ, Laselles Limited, Worthy Park Estate, KRB LEA Jamaica Rums Ltd and National Rums of Jamaica.

To be admitted to events sponsored by the above companies, patrons are required to provide a valid passport, driver's licence or national ID as proof of their eligibility to consume alcohol.