Guinness DRINKiQ Platform: How Responsible? By Femi Adeoya Guinness Nigeria is an African company, renowned across the continent and internationally for production of wide range alcoholic brands. The company says it believes in enriching the communities in which it operates through investment and positive, active participation. However high consumption of alcoholic drinks has wide range negative effects in men, women, teenagers and many victims have suffered from physical ailments to psychological and emotional trauma. There are various short- and long-term side effects associated with drinking excessively. The symptoms you may experience often depend on the amount of alcohol consumed. The long-term side effects associated with heavy drinking include: Cardiovascular diseases, liver disease, respiratory infections, cancer, nerve damage and ulcers. Guinness Nigeria says the organisation is proud of the role its brands play in the lives of so many Nigerian people but also acknowledge that excessive or inappropriate patterns of alcohol consumption may cause health and social problems. According to luxury.rehabs.com, “a couple of beers or a glass of wine is just a way to relax and socialize with friends. For others, drinking can be a source of serious physical, mental and social problems. Alcohol affects men, women, and young people differently. There are specific health and social dangers to each group.” The website added that the first step in knowing whether or not alcohol is causing problems in your life is to understand the dangers associated with drinking. If you drink alcohol in moderation, you’ll notice a couple of drinks wear off quickly as the liver does its job of flushing it from your body. However, the dangers of alcohol become quite evident for the heavy drinker, when the body can no longer effectively moderate and remove the high amount of alcohol entering the system. This is where alcohol toxicity caused by acetaldehyde comes in. Eventually, the liver reaches a saturation point and can no longer filter the alcohol. When acetaldehyde escapes into the bloodstream, it can cause serious health problems. On an empty stomach, you can feel the effects of just one alcoholic beverage in less than one minute. This is because, unlike food, alcohol does not need time to digest. Once alcohol hits your stomach, natural enzymes quickly work together to convert the alcohol to acetaldehyde, a poisonous substance. Guinness Nigeria, part of the Global company’s alcohol brand, Diageo, says it’s transforming how alcohol consumers perceive and drink alcohol. On the basis of this, it came up with a e-learning tool, DRINKiQ created to rise to the growing concern of excessive alcohol consumption. DRINKiQ is an interactive e-learning tool created by Diageo, that provides consumers with the information they need to make positive decisions about drinking responsibly and has now prompted a global campaign to provide relevant information in this regards. The campaign which began in London and has reached several Diageo markets including Nigeria highlights factors -such as age and gender- that determine how the body processes alcohol. According to Guiness Nigeria, DRINKiQ will help alcohol consumers to discover how responsible drinking can be a part of a balanced lifestyle; in this vein, it is expected to educate and empower them to make positive changes for their wellbeing. The company says it’s partnering with leading global alcohol producers to hit the set target of training 10million consumers to make better alcohol decisions by 2025. However it remains to be seen how much the brand has helped to reduce binge drinking (the consumption of an excessive amount of alcohol in a short period of time.), drunk driving, underage drinking and other forms of harmful drinking. Expectedly, Guinness says its actions in promoting responsible drinking are often greeted with skepticism with people wondering why would a brewing company wish to encourage people to consume less of its products? According to the company, “the answer is simple. First, we want to do what we can to ensure that our brands are not a cause of harm in society. Second, if misuse persists, campaigns against the promotion and sale of alcohol beverages may follow, potentially affecting our business. For these compelling reasons, we work to find a responsible, sustainable place for the moderate enjoyment of our brands in Nigeria.” How DRINKiQ Can Help Consumers DRINKiQ is the place to go if you want to find out more about any alcoholic drink. The DRINKiQ website has been specifically created to cover all aspects of alcohol, and give the consumers the tools to make more informed choices about drinking, including the decision not to drink. It also helps to learn more about the effects of alcohol on the body, and discover how responsible drinking can be a part of a balanced lifestyle. There exists a Drink Calculator to work out how much you are drinking, and determine if your drinking is putting your health at risk. You can also get tips on how to drink within your limits, and to help make the best of every occasion. The website is found here . However most alcohol consumers are not aware of the existence of the DRINKIQ initiative. None of those asked by this writer said they have ever heard of the learning tool let alone used it before. And none of the website that reviews customers and cosnumers feebacks on product has anything on the learning tool when visited. READ ALSO! RenMoney 24-Hour No Collateral Loan: Scam Or Balm? 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