The first ever campaign to promote responsible consumer behavior and retailing of alcoholic beverage in Ghana has been launched in Accra.

The campaign Dubbed : "Think Twice, Drink Wise" which is  a pilot program  is under the partnership of the Association of Alcohol Manufacturers, Importers and Melcom Group a global  retailing company.

It is aimed at providing factual information about alcohol and its effect in order to empower consumers , promote responsible sale and usage as well as to discourage alcohol consumption among minor and pregnant women.

Speaking at the launch, the Chairperson of Association of Alcohol Manufacturers and Importers  who doubles as Corporate Relations Director of Guinness Ghana Breweries limited, Ms Preba  Greenstreet, said her Association was aware of the consequences of alcohol abuse.

Alcohol, she said, can enrich and make occasions memorable when used responsibly as well as cause harm when abused.

Ms Greenstreet said AAMI was, therefore, committed to promoting the responsible marketing, sale and use of alcohol in the Ghanaian society.

She said individual members of the Association have been promoting the  responsible use of alcohol through vigorous campaigns in the past .

‘’We are partnering with Melcom Group because they share in our commitment to this cause and have a wider network of supermarkets and shops across the country providing a great platform to engage with shoppers and consumers," said Ms Greenstreet’

The Director of Brand Management of the Melcom Group, Ms Sonya Sadhwani, said the group has been in the forefront of improving the lives of Ghanaians by investing in programs through its Melcom Care Foundation.

She said the group, through the Melcom Care Foundation (MCF), was in support of the “Think twice, drink wise” campaign, adding that it was an initiative that would sensitize  the public on both the sale and intake of alcohol to help prevent undesirable circumstances from alcohol abuse.