In a celebration of moderation, the Red Stripe group on Monday (May 31) launched its new Drink and Live Responsibly campaign, with an aim to raise the bar on responsible drink consumption in Jamaica.

The new campaign, which features the slogan “Cheers to the Best in Life”, is being fueled by the “decade of action”, where Red Stripe a very consumer-centric beer company seeks to play its part in providing a framework where individuals can express their choice to live and drink responsibly.

During the campaign’s launch which was hosted by media personality Debbie Bissoon, Head of Red Stripe’s Corporate Affairs, Dianne Ashton Smith, explained that the new campaign was not just about Red Stripe as a company but also about “Government, NGOs, the consumers and the customers joining forces with us to continue to make moderation cool…”.

Given the context of the COVID-19 pandemic, Smith stated “that responsibility is so important (and so too) is making responsible choices. Whether it is to wear the mask, whether it is to socialise responsibly and of course importantly drinking responsibly in moderation…”.

The new campaign is in keeping with Red Stripe’s mandate to facilitate responsible consumption as one of its three pillars under the sustainability and responsibility agenda.

According to Smith, “we know that consumers are looking for sustainable choices these days. They’re looking for products that will allow them to have a healthy lifestyle and that’s what we’re doing. We’re offering those choices through Heineken 0.0…”.

Heineken 0.0 is a welcome new addition to Heineken’s array of beverages that promises the same great taste known to the brand but with zero per cent alcohol.