Commonwealth Brewery recently celebrated a campaign that it considers as important as anything it has ever done – promoting safe living by rewarding drivers with non-alcoholic beverages, passing out bumper stickers, educational material and marketing the message about the importance of moderation.

It was the second year that Heineken worldwide marked Enjoy Responsibly Day and the first year that Commonwealth Brewery in The Bahamas joined the movement, becoming one of 54 participating markets.

For the brewery that produces award-winning spirits, Kalik and Heineken and is the nation’s largest distributor of wines, beers and spirits, the day and the ongoing theme was a partnership with the Ministry of Transport & Aviation.

“We want to emphasize that moderation is cool,” said Commonwealth Brewery’s Managing Director Hans Neven. “No one wins from excessive drinking. There is nothing to be gained, not for our business, not for individuals, not for society. We use the power of our brands to make moderation aspirational and celebrate our low and non-alcoholic brands. We want people to have a night to remember, not a night to forget.”

Heineken created Enjoy Responsibly Day to dedicate one day to focus intensive attention on a belief that its manufacturers and distributors around the world try to emphasize year-round – that moderation beats excess. The concept is linked to a personal campaign encouraging up to 20 million consumers to ‘know your limits.’ It is taken so seriously that in Rwanda, for instance, educational materials are distributed to 12,000 students and Mexico, Vietnam and other countries each develop their own individualized programs.

In The Bahamas, the partnership with the Ministry of Transport & Aviation included the AIDS Foundation and Commonwealth Brewery representatives spent the day at Road Traffic locations in Nassau, Grand Bahama and Abaco, distributing educational materials, bumper stickers, decals and non-alcoholic beverages. They targeted young drivers especially to talk about moderation and spread the message about the dangers of drinking and driving.

For Commonwealth Brewery, the campaign is reinforcement for non-alcoholic brands that it introduced in the past year like Fayrouz and Kalik 0.0%. Both products have enjoyed huge popularity.

 

Gotcha – and that’s good. Commonwealth Brewery ‘inspectors’ were out in force on Enjoy Responsibly Day recently, rewarding drivers at Road Traffic locations in Nassau, Grand Bahama and Abaco urging them to commit to safe driving by drinking non-alcoholic beverages like Kalik Radler 0.0% and Fayrouz. This is the third year the company has partnered with the Ministry of Transport in a joint safe driving campaign and the first time Commonwealth Brewery joined the worldwide Heineken Enjoy Responsibly Day, now celebrating moderation in 54 markets. Commonwealth Brewery targeted young persons in particular in its ongoing effort to reduce accidents involving drinking and driving.

Here’s to Moderation – Persons visiting Road Traffic in Nassau, Grand Bahama and Abaco on a special September day got more than a driver’s license or a renewal. They were treated to gift packages from Commonwealth Brewery and non-alcoholic beverages like Fayrouz as part of Drink Responsibly Day celebrated in 54 markets around the world. Commonwealth Brewery partnered with the Ministry of Transport & Aviation and the AIDS Foundation.