ON Thursday June 29th the company partnered with the Carnival Planning and Management Agency (CPMC) to host the first ever ‘Carnival Knowledge Forum’ as part of its Drink & Live Responsibly campaign at The Harbor Club. The Forum was aimed at exploring how (Carnival) stakeholders can collectively and effectively enable a culture of responsible consumption and promote moderation in Saint Lucia, around Carnival and beyond.
Corporate Affairs Manager Louise Victor set the context for the evening by remarking “we know that carnival is often associated with the consumption of alcohol, so what better time to boldly address it.”
“Rarely do we pause to have a bold conversation on responsibility and misuse, and this is the reason we are here today.” Victor added.
In 2022, the company first launched its public awareness campaign coined ‘Drink and Live Responsibly’ with the slogan ‘Balance is Best’. The messages were designed to boldly challenge citizens and consumers to consciously aim to live life with more balance and to amplify advocacy on moderation.
Managing Director Thibault Mesqui presenting at the Forum said, “At Heineken we are brewers and doers. Not only do we advocate, but we also take action for better change as a broad commitment to Brew a Better World (BaBW) and a Better Saint Lucia. Our BaBW strategy is anchored in three pillars Environmental- which involves responsiveness to climate change, Social- working with communities for a positive impact and Responsible consumption which is the focus of today’s event.”
“We recognize that alcohol abuse is a complex social issue and we do not claim to have the answers, which is the reason we have invited and will continue to engage you as stakeholders to find appropriate and meaningful ways to effectively promote a culture of moderation.” Mesqui continued in his address.
The Forum featured an enlightening panel discussion which was moderated by Mr. Teddy Francis. Panelists included Assistant Commissioner of Police ACP Elvis Thomas, President of the Saint Lucia Medical and Dental Association Dr. Merle Clarke, Creative Director of Fuzion Mas, Ms. Melissa Giddings and Senior Category Manager for Non-Alcoholic Beverages at Heineken Saint Lucia Ltd, Ms. Sharlene Jn. Baptiste.
Honourable Dr. Ernest Hilaire Minister for Tourism, Investment, Creative Industries, Culture, and Information was in attendance and gave his full endorsement and support for the campaign.
For the 2023 Carnival season, the company is further accelerating action by activating ‘Zero Zones’ at a series of events including the national parade of the bands and within some community carnival activities. The Zero Zone will include provision of Crystal-Clear Water, Heineken 0.0 and Coke No Sugar to patrons of these events. In addition, Massy Distribution has also joined forces with Heineken Saint Lucia to provide serving our soup within the Zones, as soup is known to help replenish liquids and sodium lost to alcohol consumption.
The campaign jingle features the iconic voice of Saint Lucia’s very own Teddyson John, an entertainment personality known to practice balance and moderation.