Red Stripe relaunches Drink Right campaign

As part of broadening the scope and influence of its responsible-drinking programme, Drink Right, Red Stripe has engaged some key stakeholders in the re-launching of its WeID programme.

WeID seeks to address the pervasive issue of underage consumption of alcohol and aims at encouraging partners who sell its alcohol products along with those of competing brands to request identification from purchasers to verify they are above the legal purchasing age of 18 years.

The relaunch of the WeID programme has received an overwhelmingly positive response from the invited partners, including Hi-Lo Food Stores, Progressive Grocers, MegaMart, Bashco and RUBiS Energy along with some 200 community bars islandwide.

"We recognise the importance of amplifying a necessary cultural shift in which the nation's adults act responsibly by not serving alcohol to minors. Our goal is to encourage alcohol retailers, as well as manufacturers, to take necessary steps which stifle the access to alcohol for youth under the legal age," said Red Stripe's head of corporate relations, Dianne Ashton-Smith.

CULTURAL SHIFT

In outlining the importance of the programme, Ashton-Smith added, "This cultural shift will require a strong, sustained public/private partnership. Red Stripe is proud of the collaboration with Government and its related agencies, along with other industry players in driving the delivery of the commitments made by global players - The International Alliance for Responsible Drinking - to reduce underage drinking, strengthen and expand marketing codes of practice, provide consumer information and responsible product innovation, reduce drinking and driving and enlist the support of retailers to reduce harmful drinking."

The public can expect to see the WeID decal on display in partner locations, coupled with responsible-drinking reminders and identification requests for alcohol purchases from cashiers and bartenders.

The relaunch engages some 250 locations across the island and adds to the 115 locations that participated in the original launch that took place in 2014.