Choose life! Take care when drinking alcohol this festive

The holiday season is upon us, and with it comes a mix of joy, celebration, and, unfortunately, increased risk-taking.

“Responsibility never takes a holiday,” says Dr Shamal Ramesar, the Head of Research at the Drinks Federation of South Africa.

This message is especially crucial during the festive season when celebrations often lead to increased consumption of alcohol.

“Everybody's winding down from a difficult year, and they tend to relax and consume alcohol as part of that experience,” explains Ramesar.

The Drinks Federation of South Africa is working hard to promote responsible drinking habits during the holidays. Their campaign, ‘Responsibility Never Takes a Holiday’, encourages consumers to make informed choices and take ownership of their drinking habits.

“It all boils down to the consumer themselves,” says Ramesar. “If they are informed and they can make responsible choices, that's what we were trying to encourage with this campaign."

One of the key issues the Federation is addressing is the illicit alcohol trade, which poses a significantthreat to public health and safety. Ramesar warns that counterfeit alcohol can be adulterated with chemicals like methanol, which can cause serious harm. He advises consumers to be vigilant when purchasing alcohol, checking for red flags such as suspicious prices, broken seals, and incorrect labelling.

Ramesar suggests trying low- and no-alcohol products, both of whichare gaining popularity globally, according to the International Association for Responsible Drinking. He says the shift is not merely a trend but a genuine movement towards more responsible drinking habits.

In addition to promoting responsible drinking habits, the Federation is also working to prevent drink-driving. Ramesar highlights the importance of designated drivers and ride-sharing services, which are becoming more accessible and affordable. He notes that while progress is being made, there's still work to be done. "We're not there yet by any manner of means, but it’s certainly a step in the right direction."

Click below to learn more about the importance of responsible drinking habits and the work of the Drinks Federation of South Africa: