The ‘Drink Aware India’ campaign is launched

The Institute of Bar Operations & Management (IBOM) recently launched its campaign titled ‘Drink Aware India’. The campaign is an independent programme funded by the industry to run education campaigns on responsible consumption of alcohol and to make people aware of the various effects that alcohol can have on the human body.

Commenting on the campaign’s launch, Sandeep Verma, Director, IBOM said, “Being in the alcohol business for over a decade, we take our responsibility to educate consumers about responsible drinking very seriously.” He added, “This campaign is not meant to discourage one from drinking; it is however, an effort to create a general awareness of alcohol and its various intricacies.”

The multi-faceted programme includes consumer engagements through seminars and workshops. The trade segment will be involved too, with bartenders and hospitality staff; this is in order to spread awareness about responsible drinking and more importantly, responsible serving.

The first phase of the 'Drink Aware India' campaign is committed to making a significant and sustainable impact on creating a more positive role for alcohol in society