Melcom, alcohol producers promote responsible drinking

The Association of Alcohol Manufacturers and Importers (AAMI), in collaboration with the Melcom Group, has launched a responsible alcohol retailing and drinking campaign to educate the public on the dangers of excessive intake of alcohol.

The campaign, dubbed: “Think twice, drink wise”, is a programme meant to provide specific and accurate information on the intake of alcohol and the effects of drinking it excessively.

Speaking at the launch in Accra yesterday, the Chairperson of the AAMI, Ms Preba Greenstreet, said the association and its members were dedicated to promoting responsible sale, as well as consumption, of alcoholic products.

“The AAMI and its partners are fully committed to promoting the responsible marketing, sale and use of alcohol within the Ghanaian society,” she said.

She stated that as an association, they were aware of the negative impact associated with the abuse of alcohol which could result in detrimental consequences on society but could be reversed, if alcohol was used responsibly.

“We are aware that alcohol can cause harm to those who abuse it and result in undesirable consequences for society,” she added.

Endorsement

The Director of Brand Management of the Melcom Group, Ms Sonya Sadhwani, said the group had supported varied projects and initiatives geared towards improving the lives of Ghanaians.

She said the group, through the Melcom Care Foundation (MCF), was in support of the “Think twice, drink wise” campaign, adding that it was an initiative that would sensitise the public to both the sale and intake of alcohol to help prevent undesirable circumstances from alcohol abuse.

“We fully endorse this campaign which will be activated across all our supermarkets and retail outlets and we commit to promoting the ideals of this initiative, such as not selling alcohol to persons below the age of 18,” she said.

Ms Sadhwani called on alcohol manufacturing companies and stakeholders to join in the campaign and promote it to ensure its effectiveness, especially among the youth.