Red Stripe unveils We ID

On Wednesday, August 27, beer giant Red Stripe launched the Drink Right We ID programme at the company's head office along Spanish Town Road.

The company is already playing its part in encouraging responsibility on the part of its consumers through the Drink Right campaign, which was launched in December last year. The Drink Right campaign is aimed at combating the growing issue of underage drinking as well as drinking and driving.

According to Cedric Blair, managing director Red Stripe, there is limited or no control in place to prohibit underage persons from purchasing alcohol. The idea behind the We ID programme is to drive a new culture where retailers such as supermarkets, wholesalers, community bars and sports bars will ask consumers to provide an ID with the purchase of alcohol.

"Our mandate for the We ID programme is the next phase in [tackling] this national issue. This initiative is tied with our CEO commitments to reduce underage drinking, drinking and driving; and enlisting the support of retailers to reduce harmful drinking. Currently, we have 115 outlets on board for the We ID programme, and in the coming year, we will be rolling out this programme to 500 outlets islandwide," Blair said.

"By strategically partnering with key stakeholders, we plan on penetrating the Jamaican audience through appropriate channels, to enlighten them on the negative impact of the misuse of alcohol and underscore the importance of responsible drinking," he added.

The Drink Right Campaign encompasses detailed plans of action, 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.