Prime Minister Portia Simpson Miller has come out in full endorsement of Red Stripe's newly launched Drink Right responsible drinking campaign. Held on the lawns of Jamaica House last Friday, Simpson Miller in her keynote, address had high praise for the quad-partite campaign.
"I love Red Stripe beer and am proud of this iconic Jamaican company for their leadership in responsible drinking. You are a model corporate citizen and this new campaign is timely as we seek to address the issues of underage drinking and drink-drive accidents," Simpson Miller said.
a social movement
She said the campaign will help a great deal in decreasing incidents of underage drinking, excessive drinking, and drinking and driving.
"Practising to drink in moderation and being responsible in our behaviour will greatly help the initiative," she added.
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. This will be achieved through training, law enforcement, raising awareness and addressing attitudes.
Drink Right is an effective strategy to address underage drinking, prevent excessive drinking and tackle drinking and driving.
According to Cedric Blair, managing director of Red Stripe, the company is taking corporate social responsibility to the next level, by ensuring that a 'bullet-proof' ID system is implemented and by creating the means to educate individuals about responsible drinking.
"It gives me the utmost pleasure to launch Red Stripe's new responsible drinking campaign, Drink Right. We understand the problems that harmful drinking can cause, and we are contributing to efforts to find effective and sustainable ways to address them, whether through education, drink-driving initiatives and responsible retailing programmes," says Blair.
The campaign encompasses detailed plans in partnership with the Government, law-enforcement bodies, public-health communities and others to achieve the commitment to reducing underage drinking, drink driving and retailer engagement.
"We know that the most effective solutions to harmful drinking combine smart policy, strong enforcement, and a broader complement of community actions, including those by industry. Engaging all stakeholders maximises the resource pool. In the reduction of harmful drinking, alcohol producers are well positioned to play a key role and have strong business and moral imperatives to do just that. By pulling together and pooling all resources, we all can make a difference," Blair ended.