The lush green canopies of the Pigeon Island National Landmark provided the ideal backdrop for the official roll out of the new corporate led campaign ‘Drink & Live Responsibly’ by Heineken Saint Lucia Ltd. The launch took place on Friday September 2nd, 2022, with stakeholders, wellness enthusiasts, media and industry partners in attendance. Drink & Live Responsibly is accompanied by the tagline ‘Balance is Best’ which is in keeping with the company’s Brew a Better World commitment to amplify advocacy against harmful alcohol consumption.
For many years Heineken has consistently advocated for a strong culture of responsible alcohol consumption among its consumers through a range of public education and awareness activities.
In 2019, Heineken Saint Lucia Ltd. (then Windward & Leeward Brewery Ltd.) introduced ‘I Pledge to Drink Right’. The campaign was developed to address concerns of the misuse or overconsumption of alcohol, underage drinking, and drinking and driving, in collaboration with St. Lucia Distillers Group of Companies and endorsed by the Royal Saint Lucia Police Force. Fast forward to 2022, the message has transitioned to Drink & Live Responsibly.
Corporate Affairs Manager for Heineken Saint Lucia Ltd, Ms. Louise Victor, presenting at Friday’s press launch stated, “Drink & Live Responsibly, is not simply a campaign, it is a movement. A call to action to live responsibly through our consumption patterns. It will boldly challenge citizens and consumers to consciously aim to live life with more balance. And having lived through the COVID-19 pandemic for nearly three years, we realized we could all use more balance in our day to day…We recognized that a refreshed message was required. A message that was more relevant and holistically targeted towards the current St. Lucian reality, and a call to action to reduce harmful consumption patterns.”
The event also featured a panel discussion which explored methods for finding and creating balance physically, psychologically, and socially, with National Carnival Queen 2022, Miss Xenia Douglas, Medical Doctor Dr. Donnie Glassgow and Founder of Socacize Saint Lucia, Shani Victorin serving as panelists.
Heineken Saint Lucia’s Managing Director, Mr. Thibault Mesqui provided insight on how the company is diversifying options for its consumers, to align with its responsible consumption advocacy, by increasing no and low alcoholic beverages and carbonated soft drinks (CSDs) within its portfolio.
Acting Minister for Commerce, Manufacturing, Business Development, Cooperatives and Consumer Affairs, Dr. Pauline Antoine- Prospere was in attendance and commended the company’s dedication to advocating against harmful drinking and consumption.
To learn more about Drink & Live Responsibly follow Heineken Saint Lucia Ltd.’s corporate pages on Instagram and Facebook or visit www.heinekensaintlucia.com .