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September 2009 - Posts
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Not Just drinks, but the pubs now are giving tips on how to hold your drink responsibly. Lopamudra Ganguly gives an insight
 It sounds a little contradictory but yes the pubs as well as the liquor companies are focusing on safe drinking. Changing times demand changing ways and the industry is keeping a close watch on the entire spectrum of consumer’s drink behavior.
`Drink aware India` hosted an independent programmed to create awareness on responsible drinking by today’s youth. The initiative marks a recent growth in the hospitality industry wherein the alcohol industry itself is trying wholeheartedly to promote alcohol awareness as well as its harmful effects if consumed in large quantities.
But are people receptive towards these concepts of others observing and counting their drinks? Surprisingly the answer is yes. Kunal a young executive from a multinational company feels, “I think that pubs in the city should make such announcement advising people not to get drunk; they should have posters besides creating ways to spread awareness about not to drink and drive.” These days the Institute of Bar Operations and Management (IBOM) and Tulleho.com are providing ample training to bartenders in order to create a deeper understanding of not just alcohol preparation and serving but also social etiquettes, knowing the consumers, knowing the consumers’ capacity and providing responsible drinking mechanism.
Anindita, 24- years old from ICICI bank says she has already attended an awareness program and has enrolled for the next. She is eager to bring her friends along too for the next session. An Initiative of the Institute of Bar Operations and Management (IMOB), Drink Aware India” campaign has put its message across in a lighter vein “ we conduct wine and cocktail appreciation sessions for people to help them know their drink and consumption level well,” quips Sandeep Verma , Director of the campaign. “The young generation wants to have fun but they also realize that they are responsible citizens,” says Sandeep Verma.
While launching the campaign he said, “Being in the alcohol business for over a decade, we take our responsibility to educate consumers about responsible drinking very seriously.” He also stressed that the campaign was not meant to discourage one from drinking but its an effort to create a general awareness of alcohol drinking and its various intricacies.” Mr. Sandeep Kumar, Director Corporate Affair and Communications, SABMiller India said, “While there may not be a simple solution to the issue of irresponsible alcohol behavior, there are measures that can make a difference. The most important one is identifying the root causes of such a behavior and encourage inclusive and multi stake holder participation in finding possible and practical solutions to raise awareness about drinking behavior.” In India the company has plans to roll out awareness drives and this Responsible drinking campaign in Chandigarh is one such initiative for reaching out to the general audiences. We also plan to launch the second phase of this campaign in Jaipur and Mumbai soon.” Treated responsibly, Alcohol is associated with enjoyment and celebration.
But excessive consumption can cause health as well as social problems. As the world’s leading premium drinks business, Diageo wants to be at the forefront of industry efforts to promote responsible drinking. “Our approach is based on the following key principles: set world-class standards for responsible marketing and innovation. Secondly combat alcohol misuse, working with others on initiatives to reduce alcohol related harm and third is seek to promote a shared understanding of what it means to drink responsibly.” Not only the campaigns but the major hotspots in the city like Urban Pind in Delhi and Café Morrison in Delhi are also geared up to welcome the campaigns. Aneesh Khanna, Director of Café Morrison chips in saying “We have put up huge posters educating people on responsible drinking. This apart, we also provide cab services to our guests who are `drunk` to drive back home.”
According to Mr. Kashif Farooq, co-owner of Urban Pind, “such initiatives are extremely helpful and useful not only for the consumers but also for the industry as a whole. We, on our part, have also taken certain initiatives to prevent drunken driving cases by providing cab assistance to those consumers who are unable to drive themselves home.” Beer is the choice of drink alternative to heavy drinking, so “the concept of fresh brew has started in Haryana because the govt has supported its operation,” Says Vivek Sharma General Manager of Galaxy Hotels which has recently started its cricket themed `Micro Brewery Howzatt` in Gurgaon.
Mr. Pradeep Verma Advisor Lowenbrau Buttenheim; Germany says, “In today’s contest in India; where 45% of population is below the age of thirty, an act of conscious decision to move towards promoting “responsible Drinking” would send a message to this class of consumers that would work positively... promoting pub brewery or microbrewery and wine parlors is certainly a positive and strong step in this direction of responsible Drinking.” Whereas the industry leaders like Diageo say, we focus our efforts on areas where we can use Diageo recourses and expertise most effectively, taking into account the expectations of consumers, commercial partners, governments and employees. We also collaborate with other leading drinks companies and industry funded organizations around the world to help remind consumers to drink responsibly at all the times. One of the ways that Diageo is promoting responsible drinking and combating misuse is through , DRINKiQ. com which is a global resource sharing best practice tools, information and initiative.
Courtesy: http://www.ambrosiaindia.com
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