Red Stripe urges consumers to drink responsibly beyond the holidays

As the festive season fades into cherished memories, Red Stripe, part of HEINEKEN, is reaffirming the importance of responsible alcohol consumption well into the New Year, ensuring that the spirit of remaining celebrations does not overshadow well-being.

The brewery, located at 214 Spanish Town Road, is urging Jamaicans to carry forward the principles of moderation into the New Year and beyond.

The manufacturing giant’s Drink and Live Responsibly campaign has been at the forefront of encouraging moderation during the “silly season”, but the need for vigilance extends far beyond December.

The New Year presents a fresh opportunity for individuals to adopt safer habits, with Red Stripe championing a cultural shift towards responsible drinking all year round, the company said, noting that its campaign has also leveraged interactive seminars and grassroots activations to educate and empower consumers.

During the bustling Christmas period, Red Stripe’s ‘Get Home Safe’ initiative took centre stage. This initiative, a collaboration with Travelr Taxi and public transport providers, connected consumers with reliable transportation options and promoted designated driver programmes. The message resonated loudly: drinking should never lead to impaired driving. The initiative prioritised public safety, aiming to reduce road accidents and create safer streets.

Events like the innovative ‘Clean Car. Clear Mind.’ Carwash and workshop further underscored the importance of safe behaviours. Drivers were engaged in meaningful conversations about the risks of drinking and driving, driving home the message that safety starts with thoughtful decisions.

“Our approach has always been to meet Jamaicans where they are and the Clean Car. Clear Mind. carwash was a perfect example of this. By engaging directly with drivers in their element, we reinforced the message that safety starts with intentional decisions. These on-the-ground activations allow us to connect meaningfully and ensure that the importance of responsible consumption resonates on a personal level,” said Red Stripe Communications Manager Daika Mitchell.

In a similar way, recognising the role of education, Red Stripe extended its efforts to university students during the semester. The seminar held at the University of Technology offered hands-on cocktail demonstrations and practical advice for making informed decisions about alcohol. As students have since returned to their communities, Red Stripe is shifting its focus to parents through its Parents Movement programme. This initiative equips parents with resources to guide open conversations about alcohol and mental health, fostering healthier attitudes among young people.

As part of its efforts to further foster a culture of moderation, Red Stripe also hosted the Responsibility Now! Townhall, bringing together stakeholders, community leaders, and consumers for candid discussions on responsible drinking and road safety.

Additionally, the brewery deepened its advocacy by partnering with Sara Misir, its Drink & Live Responsibly ambassador and a professional motorsport athlete who abstains from alcohol. Misir’s commitment to promoting safety and balance embodies the campaign’s ethos, further amplifying the message that enjoyment and responsibility can go hand in hand.

“As we move into 2025, we’re reinforcing the idea that responsibility doesn’t end with the holidays. As Jamaicans prepare for New Year’s celebrations and beyond, we want to ensure that safe practices become second nature. Responsibility isn’t a seasonal obligation — it’s a mindset that shapes how we celebrate and live every day,” said Mitchell.