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IB commences RBS campaign in Lagos

By Tobi Awodipe
14 September 2022   |   3:55 am
To prevent binge and drunk driving, sales of alcohol to minors and pregnant women among other harmful use of alcohol, International Breweries Plc has taken its Responsible Beverage Service (RBS) training campaign to key Local Government Areas in Lagos State.

International Breweries

To prevent binge and drunk driving, sales of alcohol to minors and pregnant women among other harmful use of alcohol, International Breweries Plc has taken its Responsible Beverage Service (RBS) training campaign to key Local Government Areas in Lagos State.

RBS is an intervention by the company to address the harmful use of alcohol through the various channels and features of the sales environments such as staff, management, and consumer behaviours.

The initiative, which was flagged off at Zara Garden Event Centre at Ibeju Lekki, had in attendance, owners and managers of hotels, bars, restaurants, and other hospitality businesses where beer and other alcoholic beverages are served.

The participating Local Government Areas include Ibeju Lekki, Amuwo-Odofin, Surulere, Eti-Osa and Kosofe among other key LGAs that will benefit from the project implementation, which involves conducting baseline surveys and training on RBS activities. Scenario simulation of bartender-customer relations will be deployed by the trainers to enable participants fully internalise the essence of the training.

According to the facilitator, RBS training for owners and servers of IB Plc Sales Outlets, Bunmi Olatunde, RBS is aimed at preventing the harmful use of alcohol in the sales environment. “The discussions have been very interactive and honest. Many operators say they gained new knowledge and insight into their role in enabling safer drinking habits and enforcing ‘alcohol rules’ such as the age of minors to refuse alcohol service, and their responsibility not to serve or offer alcohol to pregnant women,” Olatunde said.

Olatunde also noted that the end goal of the training and intervention is to stimulate a behavioural shift that will see participants demonstrating responsible beverage practices in their various roles.

“After the training, it is expected that participating outfits will ensure a policy is put in place in-house on responsible beverage service, as of today they do not have any and we are optimistic that they will establish one after this intervention. We also envisage a reduction in sales of alcohol to pregnant women, minors, and drunk driving,” she said.

Commenting on the session, one of the trainees, Deborah Douglas-Olujie said, “I have learnt many things I was unaware of before. I now understand how to handle underage persons who attempt to purchase alcohol and other techniques for managing sales and responsible consumption of alcohol.

Through its collaboration with relevant stakeholders such as the Federal Road Safety Corps (FRSC) and the Beer Sectoral Group (BSG), the International Breweries has embarked on roadshows, outreaches, and sensitisation initiatives that have impacted over 15 million people nationwide while educating them on responsible alcohol consumption.

Speaking on the essence of the RBS initiative, Legal and Corporate Affairs Director, International Breweries Plc, Temitope Oguntokun emphasised the importance of educating those responsible for the sales of alcohol as they play a critical role in controlling and reducing the abuse of alcohol consumption.

The campaign has so far reached 9,000 bar operators, owners, bartenders and waiters with each of these individuals projected to impact the lives of over 100,000 customers as the brand is working with the New Nigeria Foundation (NNF) to implement the RBS programme, targeted to reach an estimated 14,000 of those responsible for sales of alcohol.

Over the last four years, the company has impacted over 15 million people while educating them on responsible alcohol consumption.