Aami Partner With Melcom Group To Alcohol Retailing Campaing

The Association of Alcohol Manufactures and importers (AAMI) in collaboration with Melcom group of Companies has launched a responsible retailer Alcohol campaign to promote responsible alcohol retailing.

The Campaign with Melcom title: Think Twice, Drink wise, is a pilot programm aimed at providing factual information about alcohol and its effects to empower consumers to make informed choices, promote responsible sale and use, and to discourage the sale and consumption of alcohol by individuals below the age of 18 and pregnant women.

Speaking at the launch held at melcom plus supermarket in Accra, Preba Arkaah Greenstreet, chairperson of AAMI and corporate Relations Director of Guinness Ghana breweries Ltd Said, the AAMI and its members are fully committed to promoting the responsible marketing, sale and use of alcohol within the Ghanaian society.

'As an association, we are aware that alcohol, when used responsibly can contribute to enriching those enjoyable occasions and moments of everyday celebrations. 'she said.

'We are also aware that alcohol can harm those who abuse it, it, an-d can result in undesirable consequences for society if abused of misused. She added.

Preba Arkaah says their collaboration with Melcom Group of companies is based on the share commitment to the relationship built since they have a wide network of supermarkets and shops across the country providing a great platform to engage with shoppers and consumers.

For her part , Sonya sadhwani, Director brand Management of the Melcom Group of companies said , Melcom- group has been at the forefront of investing in and supporting differ-rent causes through the Melcom group foundation to –bring relief of many Ghanaians

'We believe strongly in promoting the responsible retail of alcohol which is why I am very excited about the think twice, Drink Wise campaign a forward thinking initiative to promote responsible sale of alcohol. 'she said.

She said Melcom therefore endorsed the campaign which will be activated across all supermarkets and retail outlets and because we are commit to promote to promote the ideals behind this initiative such as not selling alcohol t persons below the age of 18.

The Think Twice, Drink Wise campaign she said, is a campaign to sensitize shoppers and the general public with messages such as 'alcohol not for sale to person 's below 18 aimed at discouraging sale and consumption of alcohol to person's below the age of 18, 'don't drink while pregnant, and don't drink and drive.

The AAMI was established in 2008 with the purpose to promote responsible alcohol marketing and responsible consumer behaviour.

Members of the AAMI include, Accra brewery Ltd, Guiness Ghana breweries Ltd, Pernod Ricard Ghana Ltd, Kasapreko Company Ltd,GIHOC Distilieries, West Coast beverages Ltd, Forewin Ghana Ltd, Agga Appiah, Distell Ghana Ltd, Kings's Crown and Nonsolo Vino Ltd.

By Anita Frimpong