As an adjunct to its “Drink Responsibly” campaign, Guinness Nigeria Plc has organised the second series of the DrinkIQ Media Workshop to reinstate the need for consumers to make informed decisions on alcohol consumption.
Speaking at the workshop which held at the corporate head office in Lagos, Sesan Sobowale, Corporate Relations Director, Guinness Nigeria, stated that the reason for organising the second series of the DrinkIQ Workshop was to further promote responsible drinking and create awareness on the proper consumption of alcohol. He added that it is part of the company’s ‘Plan Ahead’ Responsible Drinking campaign.
“Guinness Nigeria Plc makes an effort to promote responsible drinking and works with other stakeholders to combat alcohol misuse. There are three principles to our approach: combating alcohol misuse, setting standards for responsible marketing and innovation; and promoting a shared understanding of what responsible drinking means in order to reduce alcohol-related harm.” Sobowale said.
The DrinkIQ Media Workshop which had in attendance journalists from various national newspapers and selected online publications covering business, brands and industry was organised by Ngozi Ife Anene, Corporate Communications Manager, Guinness Nigeria.
She stated that the company believed that by training journalists on responsible drinking, it would further equip them to ensure the public receive the right information on the proper consumption of alcohol. “Whilst a vast majority of consumers choose to drink responsibly, many others do not. As a responsible corporate citizen, we will continue to use our marketing and communications expertise to help raise awareness around responsible drinking to make a significant and sustainable impact in society”.
Guinness Nigeria will continue to drive initiatives in its marketing campaigns and information programmes to ensure that alcohol abuse is greatly reduced.
Ella-Marcelle Olamiju, Brands reporter with National Mirror Newspapers who attended the programme expressed her satisfaction and said “The Guinness Nigeria DrinkIQ workshop is a brilliant initiative and very enlightening. I am more informed and recommend this programme to other stakeholders”.
In 2005, Guinness Nigeria and parent company Diageo voluntarily launched a global consumer information policy setting out commitments to provide clear and factual information for consumers on the nutrition, allergen, and alcohol content of its brands
In October 2011, the maiden edition of the DrinkIQ media workshop was organised for the Editors and journalists of national newspapers in Lagos while another session was held for the print and electronic media in Benin, Edo State. Also in 2011, Guinness Nigeria with support from the FRSC launched its ‘Plan Ahead’ campaign, which aimed to provide the general public with useful information and tips on alternative ways to return home after an outing where there was drinking of alcohol.
Guinness Nigeria is also working with the alcohol beverage industry to have a common front in the quest towards tackling alcohol misuse.