Guinness Nigeria has reiterated the need for revelers to always drink responsibly any time they chose to take alcohol because of its harmful nature to the body.
Guinness Nigeria, Corporate Relations Director, Mr. Sesan Sobowale made this known during DRINKiQ training programme for media.
He said the DrinkiQ workshop, which promotes responsible drinking, is aimed at empowering key influencers (Media journalists) with requisite knowledge on the responsible use of alcoholic beverages.
According to him, beverages containing alcohol have been consumed for thousands of years, and if treated responsibly it is associated with enjoyment and celebration.
He noted, “At the heart of our organization is a desire to make a positive contribution to the societies in which we operate, and we envision our Responsible Drinking initiatives to be a key component in fulfilling this desire.”
Speaking further, Sobowale noted, “As part of Diageo, the world’s leading alcoholic beverage company, which promotes the celebration of life every day, everywhere, we are aware of dangers posed by excessive and inappropriate patterns of alcohol consumption to consumers.
“We lead our industry in every market in which we operate in promoting responsible drinking and combating alcohol misuse through the DrinkiQ platform. We have a long and proud tradition of leadership in promoting responsible drinking and fighting alcohol misuse, raising consumer awareness, as well as setting and maintaining world class standards in responsible marketing.” He said.
Sobowale said Guinness Nigeria has successfully launched various initiatives under the broad umbrella of its Responsible Drinking agenda and through its marketing activities.
“We collaborate with FRSC in a yearly “Ember Months” programme during which we educate motorists and the public in general about the dangers of drink-driving, especially during the last quarter of the year (Ember Months) when celebrations, festivities and human and vehicular traffic tend to be at their peak. Last year we took this a notch higher by setting up mobile breathalyzing centers in Lagos to spot check road users.
“We roll out a programme radio called DRINK DIARIES on Lagos Traffic radio 96.1 FM for our teeming consumers and general public. The programme is a unique evening time show, running for six weeks during the festive period. It is part of the company’s drive to address the issue of drunk driving and raise awareness about responsible drinking amongst Lagosians and Nigerians as a whole. The show runs at peak periods, 6pm – 7pm every day, Monday to Friday. Lagos Traffic Radio was set up by the Lagos State Government to create a platform for Lagosians to general enlightenment around safe driving practices. Its coverage spans across the Lagos metropolis and Ogun State in the south of the country. The target audience is motorists, especially busy professionals on the way to and from work.
“Adverts placements are also deployed in all the nationwide newspapers during the ember month period and our clear message to everyone – consumers, motorists and the general public is that drinking and driving do not mix. When you drink, don’t drive. When you go out in a group to have fun, designate one of you to drive and that person should not drink. If you are going out alone, arrange for taxi to take you home after you have had some drink. Whatever you do this season, DON’T DRINK AND DRIVE!
Speaking on its partnership with the media on its drink responsibly campaign, Sobowale said the media has a major role in shaping the perception and opinions of Nigerians to align with the Responsible Drinking campaign of Diageo (Guinness Nigeria).
“We want Nigerians to know that just like every other products, when misused, alcohol can lead to individual and social harm. The DrinkiQ programme will ensure that we have an enlightened corps of key influencers that will spread the message far and wide to millions of Nigerians.
DRINKiQ has been used in more than 23 countries in which Diageo (parent company of Guinness Nigeria Plc) operates, to address behaviors and attitudes of drivers and road users by providing knowledge that encourages the respect for abstinence, relevant details on the laws and regulation regarding alcohol use in the specific market, medical facts and collaborative and interactive exercises to achieve more understanding about alcohol.
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