Alcohol Marketing in Samoa

Marketing Alcohol in Samoa
Parnell Conference Centre
Auckland, NZ
23 September 2004
Government Policy
encourage
local and foreign
investment;
Government Policy
economic
development;
positive
environment for
private sector investment;
increase
employment
opportunities;
WESTERN SAMOA
The Liquor Act 1971 (1997)
An Act for the control of the
manufacture and sale of
liquor in Samoa;
1971
No. 12
The Liquor Act 1971
Liquor means alcohol,
spirits, wine, ale, beer, stout,
cider or any other fermented,
distilled or spirituous liquor
ordinarily used as a beverage
containing more than 2 parts
per cent of proof spirit.
WESTERN SAMOA
REPRINTED AS ON 1 JANUARY 1997
The Liquor Act 1971
Sale of Liquor
Govt. may sell liquor
to any persons of or over
21 years who have not
been prohibited under a
prohibition order;
Offences by Minors
Every person under 21
years commits an offence
who drinks any liquor in
any hotel,club, resorts or
any public place or has
possession of any liquor
therein.
Marketing Alcohol in Samoa
The dopey grounds
Example of an alcohol advertisement
aimed at “young people”
X
Not authorised in Samoa
Liquor Act 1971, Clause 7,1
Vailima Brewery product,
“Coca-cola” main sponsor
for developmental events.
Coca Cola (Samoa Breweries LTD)
Sponsor of Primary School
Netball Tournament which
has been in place since 1993.
Cash grant of $2000 as well as
product and promotional material
for prizes.
50% discount on drinks for sale
at Primary Tournament and
Saturdays.
Coca-Cola Primary School Netball comes
to an end
Estimated % of Media Exposure
41% of the total
population are young
people (5-19 years),
and have already
exposed to one or more
of the different media
eg.TV,radio, newspaper
5-19 yrs. media exposure
pop
young
Alcohol Sponsorship for Sports
& Cultural Events
Sponsorship of cultural events
Sponsors Teuila Festival
Sponsorship of Sports
Vailima Beer sponsorship is
with rugby in Samoa;
• Apia King of Rugby;
• Marist Sevens; Moataa Tens;
• after match events;
Sponsors Red Cross
Xmas Party
Media Advertisement
All media advertisements made ensure they comply
with government regulations.
Therefore, no offensive or problematic alcohol
advertisement in Samoa.
Mainly to sell product and compete with other liquor
companies.
Bans to Advertisement
and Sale of Alcohol
To persons < 21 years;
Sundays or as board directs from time to time;
Closure of night clubs and bars at 12:00 am;
Without authority or license of liquor board;
Cheers
Manuia