KINGSTON, Jamaica— Red Stripe and GraceKennedy’s 876 Spring Water have partnered to promote responsible alcohol consumption, and ensure the well-being of patrons at events owned and sponsored by the alcoholic beverage brand.

The official Memorandum of Understanding (MOU) was signed on June 1, a release published on Tuesday said.

It added that under the one-year MoU, GraceKennedy (GK) will provide 876 Spring Water for various Red Stripe-sponsored events in an effort to encourage hydration and help mitigate the risks associated with overconsumption of alcohol. By making water readily available, the partnership aims to promote moderation and responsible drinking habits.

“This partnership with GK adds yet another layer to our Drink and Live responsibly campaign,” said Dianne Ashton Smith, head of corporate affairs at Red Stripe.

“We all know the dangers excessive drinking can pose, and this initiative is a crucial step in safeguarding our patrons. Partnerships such as this, are a testament to the power of collaboration in promoting responsible behaviour and together with the 876 Spring Water team, we will work to educate consumers about the risks of alcohol misuse,” she added.

“Our primary goal is to raise awareness about the importance of pacing alcoholic drinks with water to maintain hydration and reduce the likelihood of overconsumption. This approach not only helps in managing alcohol intake but also ensures that guests can enjoy social gatherings safely. By joining forces with GK, we are taking significant steps towards evoking real change,” Ashton Smith continued.

Group Chief Executive Officer of GraceKennedy, Don Wehby, praised both brands for the part they play in Jamaica’s culture and community.

“Both 876 Spring Water and Red Stripe are quintessential Jamaican brands, deeply rooted in the culture and community of our country. This initiative not only provides significant brand exposure for 876 Spring Water but also reinforces GK’s commitment to being a socially responsible company through our support of the well-being of the communities we serve and promotion of healthy lifestyles,” Wehby said.

In recent years, Red Stripe has partnered with various organisations, including Grennell’s Driving School and transportation companies, to emphasise the importance of never drinking and driving. Additionally, through its collaboration with RISE Life Management Services and the Desnoes & Geddes Foundation (the charitable arm of Red Stripe), over 2,500 youths and guidance counsellors have been trained on the risks and consequences of underage alcohol consumption, the release said.

“Red Stripe is dedicated to creating joyful and memorable social experiences. Through innovative initiatives and strategic partnerships, such as the newly inked MOU with GK, we aim to inspire a better world by promoting true togetherness and responsible consumption. This strategic partnership is a testament to our unwavering commitment to reducing alcohol misuse and highlights the power of collaboration in promoting responsible behaviour,” affirmed Ashton-Smith.