IN DECEMBER, Guinness Anchor Bhd (GAB) launched a month-long Drink Sensibly campaign ahead of the festive season, featuring four webisodes aimed at inculcating responsible drinking mindsets.
The webisodes were uploaded to the social media platforms of GAB’s brands, including Tiger, Guinness, Heineken, Kilkenny, Strongbow, Kirin Ichiban and Smirnoff Ice.
These include eat between drinks, drink water to rehydrate, pace, don’t race and don’t drive, dial a cab.
“We must encourage responsible attitudes towards alcohol and discourage misuse,” said GAB managing director Hans Essaadi.
GAB’s Drink Sensibly initiative began in 2010, and has engaged more than 70,000 consumers since it began.
GAB’s Drink Sensibly mobile application, the first of its kind in Malaysia, has been downloaded by more than 7,000 consumers.
In the span of four years, GAB has also dedicated RM2mil to raise awareness, educate and engage stakeholders on sensible drinking.
“We have been engaging consumers for several years to seed sensible drinking messages.
“Apart from that, we are exploring partnerships with food and beverage outlets that are interested in spreading the sensible drinking message,” said Essaadi.
Diageo and Heineken, GAB’s principal shareholders, are among 13 of the world’s leading alcohol producers who are signatories to the Beer, Wine and Spirits Producers’ Commitments to Reduce Harmful Drinking, a five-year initiative launched in 2013.
The global initiative represents the largest ever industry-wide initiative to address harmful drinking.
In its first year, producers ran 135 alcohol education programmes across the world, either individually or in partnership, and reached out to 1.5 million people.