Apia, SAMOA — Vailima Breweries believes global alcohol consumption is at its lowest levels in five decades, with people including Samoans choosing to drink less but better. 

“The overwhelming majority of adults drink responsibly, enjoying alcohol as part of a balanced lifestyle,” Paradise Beverages general manager, Michael Spencer said. 

“Equally encouraging is continuation of the long-term downward trends in problem and underage drinking.”

Mr. Spencer said their products, how people buy them and enjoy them, and importantly Samoa’s attitudes toward drinking are all evolving.

“We’re committed to playing our part in ensuring this culture of responsibility continues. As well as giving consumers with the choice, innovation and high-quality beverages that they expect from us, we work hard to ensure they are always produced, marketed and supplied responsibly to our adult customers.

“We welcome the opportunity to work with the government to build a responsible and sustainable culture; we already operate to standards that are well above what is legally required of us. 

“In 2018 we introduced new world-wide best practice standards in responsible marketing and trained all our sales and marketing staff in Fiji and Samoa, as part of our commitment to ensuring our beverages are always marketed responsibly.”