Taking it to social media . . . Barbados Alcohol Industry Association launches campaign on how to drink responsibly

The Barbados Alcohol Industry Association (BAIA) will launch an intensified public messaging campaign on the responsible consumption of alcohol. The BAIA was created in 2018 to promote the responsible consumption of alcohol through advocacy and education.

During the ongoing COVID-19 pandemic, the association has supported the government’s initiatives to reduce the spread of the virus. Speaking on behalf of the BAIA, Manager for Spirits and On-Premise, R.L. Seale & Co. Ltd. Steve Singh referred to the public education campaign as timely and noted that it will touch on several key areas of concern.

“Many BAIA members have already created their own messaging for the public around COVID-19. This enhanced campaign, which will be based on social media, will go further by highlighting the stay at home messaging and focusing on the dangers of underage drinking and alcohol abuse.”

Another BAIA member, Managing Director of Mount Gay Distilleries Ltd. Raphael Grisoni noted the importance of consuming alcohol responsibly.  “We are working as a group to launch our educational campaign which will reinforce the importance of consuming alcohol responsibly while at home.”

Managing Director, West Indies Rum Distillery Andrew Hassell also supported the upcoming campaign. “We are mindful that while the Government has recommenced the sale of alcohol, it has been very clear that there is to be no congregating at this time as we seek to stem the tide of reported cases. The West Indies Rum Distillery, through the BAIA, affirms its support of the Government’s decision and calls on all Barbadians to continue to practice responsible drinking,” he said.

Finally, Country Manager, Banks Holdings Limited Jose Infante reiterated the association’s commitment to the safety of the community.

“Our goal is to create a safe environment for our employees, customers, and our communities. We are going to continue supporting the government during this situation to guarantee that this can happen.”

The campaign is scheduled to be launched in May 2020. To date, BAIA members include Mount Gay Distilleries Ltd., the West Indies Rum Distillery Ltd., Banks Holdings Limited, R.L. Seale & Co. Ltd., Wine World Inc., Massy Distribution Ltd., The Grapevine, Platinum Wines, St. Nicholas Abbey, Armstrong Agencies Ltd., Stansfeld Scott & Co. Ltd., Trident Wines, and Bryden Stokes Ltd. (PR)