Dear Editor,

The approach outlined by the Minister of Health & Wellness Dr Christopher Tufton in this year’s sectoral debate presentation deserves serious consideration and support, particularly its emphasis on prevention, education, community engagement, and evidence-based interventions in addressing harmful alcohol use and broader substance abuse challenges in Jamaica.

Importantly, the direction being proposed does not seek to frame the issue through simplistic bans or enforcement-only responses. Instead, it recognises something many of us working across both the public and private sectors understand well — that lasting behavioural change comes through awareness, stronger family support systems, responsible choices, early intervention, and sustained community engagement.

The minister’s presentation also highlighted growing concerns around risky behaviours involving the mixing of alcohol with energy drinks, commonly referred to as “special”. This issue deserves careful attention, particularly given the increased risks of binge drinking, impaired judgement, and prolonged alcohol consumption when stimulants are combined with alcohol.

The decision to pursue further research and assessment through the National Council on Drug Abuse (NCDA) is therefore both timely and necessary in helping to better understand the scale and social context of the issue.

Red Stripe has been operating as a company in Jamaica for generations and we recognise that alcohol misuse is a valid public health concern, particularly where risky behaviours among young people are involved. We therefore welcome the ministry’s emphasis on prevention, public awareness, youth protection, and harm reduction, as well as the wider work being led through the NCDA to strengthen community outreach and support services across the island.

At Red Stripe, we have long believed that responsibility must be reflected in how we market, partner, engage consumers, and show up in communities. Through our Drink & Live Responsibly platform, our partnerships during major cultural events, our work with creators and influencers, and our internal governance standards, we continue to advocate for moderate, responsible consumption and safer decision-making.

Complex social issues are rarely solved through simplistic binaries of industry versus public health. The evolving conversation instead calls on all stakeholders, including industry, to keep strengthening standards and remain responsive to new risks and changing societal expectations. In that regard, the wider industry, through the Jamaica Alcohol Beverages Association (JABA), continues to review opportunities to further strengthen alignment with responsible marketing principles and best practices, particularly around youth protection and responsible messaging.

Public health challenges are rarely solved by one institution acting alone. Government, industry, parents, schools, churches, communities, and civil society all have a role to play in shaping healthier behaviours and protecting vulnerable groups.

Preserving Jamaica’s vibrant, community-oriented culture responsibly requires partnership, honesty, and sustained action; not division or oversimplification.

The conversation now taking place nationally is an important one, and Red Stripe remains committed to being part of the solution through collaboration, education, responsibility, and meaningful community engagement.

Dianne Ashton-Smith

Head of corporate affairs

Red Stripe