As Zimbabweans celebrate the festive season, there is a growing menace of counterfeit alcohol flooding the market.
To combat this threat, Jameson Irish Whiskey, one of the big brands that has been targeted by fake liquor products together with Jägermeister, have launched the #BuyOriginal campaign, aimed at educating consumers on how to identify genuine products and avoid the dangers of fake alcohol.
The influx of counterfeit liquor is not new.
In 2021, digital and content marketing agency Point Black Africa partnered Bullred Distribution, the official local distributor of Jameson, to stem the malpractice.
The partnership led to the development and execution of the Jameson Buy Original Campaign, which included raising awareness about the health risks associated with consuming counterfeit alcohol and providing information on how to identify genuine Jameson bottles.
Bullred Distribution said it was committed to consumer safety and quality through the campaign and was taking measures to protect consumers, including enhanced security features on all bottles, public awareness campaigns and partnerships with health professionals.
Point Black Africa said it had introduced markers through which consumers could identify original Jameson Irish Whiskey and Jägermeister bottles from counterfeit products.
These include a clear plastic seal on the neck of the bottle with the Jameson logo, a white "Drink Responsibly" sticker on the side, a holographic security sticker with a scannable QR code above the rear label and embossed text on the Jameson bottle sticker, while a genuine Jägermeister brand can be identified by its 750ml bottle that has a white "Drink Responsibly" sticker on the side.
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"Counterfeit alcohol refers to fake or illicitly produced beverages that do not meet safety standards. These products often contain harmful substances such as methanol, ethanol in unsafe concentrations and toxic chemicals, which can cause severe health effects, including blindness, liver damage and even death,” it said.
Immediate side effects include prolonged hangovers, headaches and intoxication.
Illicit alcohol poses serious health risks and consumers are advised to purchase alcohol only from licensed retailers, bars and supermarkets and to avoid door-to-door sellers, unlicensed market traders and suspiciously cheap products.
A victim of counterfeit whiskey told NewsDay Life & Style that he consumed a suspected fake Jameson product at a friend's birthday party and has not been well since Monday.
“I was feeling a bit weak, feverish and sweating and I have been trying to rehydrate. I am now feeling a bit better,” he said.
Signs of counterfeit alcohol include prices significantly lower than standard market rates, poor quality packaging or misspelt labels, damaged or inconsistent seals, cloudy or uneven liquid appearance and an unusual taste.
Bull Red Distribution is also collaborating with authorities to tackle the illicit alcohol trade, advocating stricter enforcement of alcohol regulations.
Point Black Africa noted that the scale of the counterfeit alcohol problem in Zimbabwe and South Africa was of concern, with 22% of alcohol on the South African market being illicit.
