Windward and Leeward Brewery Limited (WLBL), a part of the Heineken Company, has joined global partners in observing ‘Enjoy Responsibly Day’ (ER Day) 2016.
Held in some countries on September 16, but on September 23 in Saint Lucia, ER day was developed by Heineken in 2014 to raise awareness about the impact of alcohol abuse and to work together with other industry partners to make drinking in moderation socially acceptable.
“’Enjoy Responsibly Day’ is a day dedicated to the responsible consumption of alcoholic beverages and targets employees and external stakeholders locally, regionally and globally. We at WLBL are proud to join the global thrust to increase the awareness of responsible consumption and the reach and impact of alcohol responsibility initiatives. We are extremely pleased to partner with fellow local manufacturer, St. Lucia Distillers Ltd. (SLD), and local alcohol beverage distributor, Peter & Company Distribution, on this and future initiatives. We are committed to engaging and educating not only our employees and their families but also members of the public on making moderate drinking a social norm,” stated Fayola Ferdinand, WLBL’s Corporate Relations Manager.
WLBL and SLD have worked together in the past through the St. Lucia Alcohol Beverage Association (SLABA), which was created to streamline the marketing and advertising activities of producers, distributors and marketers of alcoholic beverages in St. Lucia.
Joining WLBL was Sergin John-Baptiste, Marketing Manager of St. Lucia Distillers Ltd., said: “It was a natural progression for us to continue our partnership with WLBL as we both share common goals and interests on this topic. We thank WLBL for initiating the discussions and look forward to greater collaboration in the future.”
Activities for ER Day included a visit and discussion to the Brewery by Sgt. Faucher of the Traffic Department, Vieux Fort Police Station as well as a health and wellness discussion by Dr. Christopher Beaubrun. Additionally, employees got a chance to mix and mingle with the invited guests at an after-work social on Friday, which included members from St. Lucia Distillers Ltd. and Peter & Company.
Dexter Percil, Senior Sales and Marketing Manager from Peter and Company Distribution, said: “Together, Peter & Company, WLBL and Distillers can have a greater impact on highlighting the gains of consuming alcohol in moderation and address issues such as underage drinking, and drinking and driving. This is why a day like ER Day is important to create the understanding necessary on how over consumption can impact not only you but your family and friends. I will echo Sergin in thanking WLBL for opening and leading discussions and you can look forward to greater collaboration from all of us.”