PROMOTERS of Appleton Temptation Isle (ATI) and Smirnoff Dream Weekend say they will be making stronger efforts this year to ensure that patrons are of legal drinking age.
J Wray and Nephew and Red Stripe, the brands behind the events, have introduced an age verification system, which they said would confirm the ages of persons purchasing tickets, in order to reduce the possibility of underage drinking at their parties.
At a press briefing held at the Terra Nova Hotel in Kingston this morning, representatives from both companies said their collective efforts are set to begin with the Independence weekend events in Negril.
Patrons of either ATI or Dream Weekend are now required to show an identification card — national ID, passport or drivers licences — to gain access to the parties. They will also be required to show identification when purchasing the tickets for these events.
"As promoters and supporters of responsible drinking... we recognise that we can further contribute to reducing the rick of underage drinking by instituting proof of age initiatives at the events we sponsor and promotion,” insisted Gary Dixon, head of marketing of J Wray and Nephew.
Dixon added that only persons 18 years and older will receive the "I am legal" band which provides access to the events.
The companies maintain that while persons who are visibly underage have been turned away from their events over the years, this is the first time that the ID check is being made mandatory.
"We recognise that you cannot always tell a person's age by appearance, therefore we are all making this concerted effort to help our current and future patrons help themselves," Ron Burke, Director of Dream Entertainment.
As a part of a public awareness programme, J Wray and Nephew and Red Stripe said that together they will be promoting a media campaign entitled "I am legal", which should be launched next week.