By Smith Nwokocha

The Roundtable on “Responsible Beverage Service-RBS-: The Role of the Media in Influencing Positive Drinking Culture)”, facilitated by Bunmi Olatunde (Deputy Director, New Nigeria Foundation-NNF) under the Sponsorship of International Breweries (proudly part of ABInBev). Held at Swiss Spirit Hotel, Port Harcourt, Rivers State. The objectives are focused on sensitizing the Media about Responsible Beverage Services Programme and its importance to the Public and also explore collaborative opportunities with the Media. These were well achieved, as the Traditional and New Media were well represented, including members and executives of NAWOJ and NUC and other Media practitioners were in attendance.

There was a brief overview of the Responsible Beverage Service Programme and the importance of promoting the Programme through the Media; it was facilitated by Mr. Fred Nwogu (Senior Manager-Partnership) of New Nigeria Foundation (NNF) and it was an eye-opening Session for Media practitioners. He talked about how Beer brings people together, it’s part of our culture and communities. Beer drinking happens in special moments and events, though beer contains alcohols which can be harmful to the body, when overconsumed.

International Breweries Plc is committed to ensuring that the aspiration of the United Nations (UN) and World Health Organization (W.H.O) to reduce harmful use of alcohol globally. In contributing to this, International Breweries launched the Global Smart Drinking Goals Campaign and implements the Responsible Beverage Service (RBS) Programme. Some data on the harmful use of alcohol globally (source: ABInBev RBS Toolkit) shows that 3million deaths occur yearly, 200+ diseases and injuries with harmful use of alcohol as casual factor among other details.

Mr. Fred, emphaisized that, there is need to Promote Responsible Beverage Service in Nigerian Hospitality Industry, as a way of engaging and sensitizing the Sales outlets, not necessarily the Consumers, the focus is on the sellers, if gotten right, harmful alcohol in-take, overconsumption of alcohol, underage drinking, alcohol-impaired driving fatality, and binge drinking will reduce minimally. The desired intermediate outcome of RBS Programme; Increased knowledge, change in attitudes, shift in personal norms and perceived social norms, improved self-efficacy. Having such an awareness will not only enable the Media partners sensitize the public, also their immediate family will gain from staying away from harmful consumption of alcohol.  tis robust conversation that was beneficial to both parties.

In conclusion, Mr. Fred, said; “Responsible Beverage Service (RBS) is an intervention programme that supports alcohol service staff working in establishments like hotels, bars, restaurants, super-hybrid markets and liquor stores in preventing sales to minors and pregnant women, reducing underage drinking, binge drinking, and drunk driving” and we should note: “The Nigerian Regulation Standard Drinking of Beer is 5%”.

Key Targets of International Breweries Plc’s Responsible Beverage Service (RBS) Programme, facilitated by Bunmi Olatunde of New Nigeria Foundation (NNF). She highlighted issues on Alcohol and Pregnancy. She equally emphasized on how alcohol is harmful to the unborn babies. Hence, the slogan: “Support a healthy start, don’t sell alcohol to expectant mothers”. Some of the key messages includes; 1. The placenta does not protect a baby from alcohol. 2. Any amount of alcohol a mother drinks, the baby drinks. 3. There is no safe amount or time to drink alcohol during pregnancy. 4. Women who are pregnant or planning a pregnancy should not drink alcohol.

Alcohol and Minor: In Madam Bunmi’s words, young people are still developing their mental strength to make good decisions and their brains do not interpret risks, the same way Adults does. So, the minors end up in harmful behaviours like; injury, which includes assaults most times, and road accidents in some cases. Alcohol poisoning, blackout, vomiting, unwanted and unsafe sex, arguing and fighting, destroying important relationships. Hence, the slogan: “Uphold the law. Don’t sell or give alcohol to minor”.

Alcohol and Drivers: International Breweries is working in partnership with Federal Road Safety Corp (FRSC) to manage drivers in order to curb the harmful use of alcohol among drivers and road users. Hence, the slogan: “Keep the roads safe. Don’t drink and drive”.

Responsibilities of Alcohol Outlets: Sales outlets plays very important role in reducing harmful use of alcohol and can promote responsible drinking through the adoption of responsible beverage service practices that includes: 1. Age verification 2. Responsible service training 3. Limiting sales quantity 4. Adopt smart drinking practices 5. Display of signages 6. Information and Education 7. Offering alternatives and 8. Compliance with Regulations.

Story Ideas: This can be achieved through interviews, Feature story in the month of July to October and November and December for evaluation.

Interactive Session: Collaborative Approaches for Responsible Beverage Service Promotion; Opportunities and Collaboration, topical RBS issues that can be published and discussed monthly among other things with media partners.

Closing Remarks and Vote of Thanks: Bertrand Mayuku of New Nigeria Foundation, reiterated the importance of media’s role in shaping responsible drinking culture and thanked all media practitioners present for showing commitment, their contribution(s) and participation within short-notice. Looking forward for more engagement and partnership with the media team.

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