McKenzie calls for cultural shift in fight against alcohol misuse

In preparation for a summer outside, Local Government and Rural Development Minister Desmond McKenzie is pushing personal responsibility and a cultural shift in the fight against alcohol misuse.

In a recent keynote address at ‘Responsibility First’, a virtual knowledge forum on the responsible selling and serving of alcohol, the minister urged a shift in perspective, beginning with individuals.

“The ultimate solution is not more enforcement but a culture of social responsibility,” said McKenzie. “Our entertainment industry generates around $10 billion annually. The hit that this industry has received as a result of the COVID-19 pandemic has undoubtedly affected not just industries related to entertainment, but also our economy. The reopening of this industry, though in phases, will play a vital role in helping our economy to bounce back. With this reopening, however, we must ensure that we remember to keep ourselves and others safe. We must remember that, while we are out having a great time, it is of paramount importance to do so safely and responsibly,” he said.

For sellers and servers, Minister McKenzie took the opportunity to stress the importance of responsible operations. This, he says, means ensuring that liquor licences are up to date, that all protocols are observed, and all documentation is in place before any establishment begins selling or serving alcohol.

Presented in partnership with the Private Sector Organisation of Jamaica (PSOJ) and the Jamaica Beer, Wines and Spirits Network (JBWSN), the forum invited presenters from intersecting industries to temper some of this summer’s excitement with sober thoughts and sustainable practices.

“We applaud the proactive approach in promoting responsible selling and use of alcohol, and support this ‘whole of society’ approach to get all stakeholders – regulators, manufacturers, distributors, retailers and consumers – involved in the drive to propel this message,” said Jason Henzell, PSOJ vice-president and chair of Jakes Hotel, Villas and Spa.

HARMFUL CONSUMPTION

Dianne Ashton-Smith, JBWSN member and head of corporate affairs at Red Stripe, echoed the need for greater focus on responsibility and collaboration. “The only way to achieve the objective of reducing the harmful consumption of alcohol is through inclusive partnerships between government, civil society and companies,” said Ashton-Smith, adding that there was an urgent need for legislative changes to outdated laws.

‘Responsibility First’ was moderated by Kamal Bankay, chairman of the Tourism Ministry’s Sports and Entertainment Network and Dream Entertainment. It also featured presentations by Jared Martinez Alejo, the Heineken Company’s global e-retail lead for the Americas; social anthropologist Dr Herbert Gayle; and Jason Russell, general manager of Pier 1 Restaurant.