Stakeholders in the alcoholic beverage industry are slated to come together with officials of the National Road Safety Council (NRSC) tomorrow (December 10) to share ideas and perspectives on how to reduce underage consumption and access to alcohol.

During the Responsible Living Now forum, hosted by Red Stripe and the Desnoes & Geddes (D&G) Foundation and at which Minister of Education Youth and Information Fayval Williams will give the keynote address, local and international experts and policy leaders will also make presentations focused on alcohol abuse.

“Last year, the Ministry of Education, Youth and Information joined with Red Stripe and the D&G Foundation to focus on reducing underage consumption of, and access to, alcohol. This year we are continuing this effort,” said Williams in speaking of the forum, which takes place as Jamaica gears up for the traditionally high consumption period of the festive season.

“We know that our teenagers take risks which form part of their growth and development. In light of recent data suggesting greater misuse among a wider cross-section of Jamaicans who are over the legal drinking age, Red Stripe and the D&G Foundation have broadened the focus to push greater awareness of the dangers of overconsumption.”

Among the industry leaders expected to speak are Paula Fletcher, executive director of the NRSC; Dane Barr, manager of Beer Advocacy for Global Public Policy at Heineken; and Justin Kissinger, the New York-based chairman and CEO of the Worldwide Brewers Alliance.

“We continue to work with the Ministry of Education and other advocates, here and abroad, to tackle alcohol misuse. The knowledge forum will maximise our impact by bringing together stakeholders who believe like we do, that tackling alcohol abuse requires a whole-of-society approach,” said Dianne Ashton-Smith, head of corporate affairs at Red Stripe.

Red Stripe said the forum is part of its annual Enjoy Responsibly Day (ER Day) activities, held to advance the beer company’s pledge to encourage legal drinkers to drink and live responsibly. 

“As a society, we have to start with acknowledging the cultural issues, and the reasons people misuse alcohol. It starts with education and then the appreciation that it’s everybody’s fight – Government, civil society, parents, retailers as well as manufacturers,” Ashton-Smith said.

“We have access to a whole lot of research and best practises from across the world, and much of it speaks to collaboration among sectors and stakeholders for sustainable solutions.”

ER Day activities, which are strategically executed during the period leading up to Christmas and into the New Year, include a media blitz, Twitter Space discussion and trade activation promoting Heineken 0.0, a non-alcohol beverage option.

According to Ashton-Smith, her team aims to amplify the moderation message and drive responsible action.