WHY do you drink, what do you drink and when do you drink? Such were the posers Guinness Nigeria Plc, a significant player in the manufacturing sector threw open during a media forum on the need for consumers to make informed decisions on alcohol consumption.
Speaking at the DrinkIQ Media workshop as part of its “Plan Ahead” Responsible Drinking campaign, Sesan Sobowale, Corporate Relations Director, Guinness Nigeria, said the promotion of responsible drinking and combating alcohol misuse was an essential need today, hence the DrinkIQ Workshop aims to create awareness on the proper consumption of alcohol.
“Guinness Nigeria Plc makes an effort to promote responsible drinking and works with other stakeholders to combat alcohol misuse. There are three principles to our approach: combating alcohol misuse, setting standards for responsible marketing and innovation; and promoting a shared understanding of what responsible drinking means in order to reduce alcohol_related harm.” Sobowale said.
Ngozi Ife Anene Head Corporate Communications, Guinness Nigeria Plc, said the training of journalists on responsible drinking would further ensure the public receive the right information on the proper consumption of alcohol., “Whilst a vast majority of consumers choose to drink responsibly, many others do not. As a responsible corporate citizen, we will continue to use our marketing and communications expertise to help raise awareness around responsible drinking to make a significant and sustainable impact in society”.
The company, according to her, will continue to drive initiatives in its marketing campaigns and information programmes to ensure that alcohol abuse is greatly reduced.
In 2005, Guinness Nigeria and parent company Diageo voluntarily launched a global consumer information policy setting out commitments to provide clear and factual information for consumers on the nutrition, allergen, and alcohol content of its brands.
Last September, in partnership with the FRSC, the company launched its ‘Plan Ahead’ campaign, which aims to provide the general public with useful information and tips on alternative ways to return home after drinking alcohol. The company is also partnering with the FRSC Lagos State Sector Command to include alcohol education in its training platform (DRINKIQ.com) as an integral part of the application process for driving licenses in Lagos State.
Guinness Nigeria is also working with the alcohol beverage industry to have a common front in the quest towards tackling alcohol misuse.