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2.2 Million Cases of Beer Consumed in December; Cerveceria Study Reveals
According to a study by the CervecerÃa Costa Rica, the national brewery that brings to the table the beers Imperial, Pilsen, Rock Ice and many more, shows that more than 2,200,000 cases of beer were consumed in December 2006.
The Cerveceria says the consumption was 60% above the monthly normal and taking into consideration that there were three "dry" days during the month due to the municipal elections on December 3. The "Ley Seca" affected all restaurants, hotels and bars that could not sell liquor during the day before, day of and day after the municipal elections.
According to Carlos Francisco EcheverrÃa, corporate director of Florida y Bebidas that owns the Cerverceria, 7% of Costa Ricans are alcoholic. The majority of the remaining 93% are social drinkers or do not drink at all, but no break down figures were revealed. "Definitely there are seasons of high alcohol consumption. December and Semana Santa (Easter) clearly show the trend due to the increased sales during those periods", said EcheverrÃa.
The annual festivals are also a time for high alcohol consumption. The annual Zapote fair (which was cancelled for 2006), Palmares and Puntarenas festivals see high sales of beer, according to the directora of the Instituto de Alcoholismo y Farmacodependencia (IAFA), Vera Barahona. Barahona said that people take advantage of the festivals to increase their alcohol consumption.
Barahona added that it is time for these customs of Costa Ricans consuming more alcohol during festival and holidays to change, as it affects many different social aspects, including labour, as a person under the influence of alcohol is not productive. Many traffic accidents are directly related to the consumption of alcohol, who not only affects the drunk driver, but also other drivers and pedestrians who continue to lose their lives to drunk drivers.
The Cerverceria Costa Rica has implemented a "chofer designado" (designated driver) program with billboards and television and newspaper ads, though the results have not been tabulated. Barhona added that the Costa Rican society has to be educated, because many abuse alcohol for lack of understanding and knowledge of the affects of alcohol abuse that also affects interpersonal relationships and family.
The IAFA director said that studies show that Costa Ricans begin drinking around the age of 10 or 11. "The fact that a 10 year takes their first taste of alcohol complicates the situation, because the earlier a person begins to consume alcohol, the consequences become more serious and the deterioration of health begins earlier", said Barhona.
Barhona added that her organization cannot do anything to control the abuse as it does not have the power to control the sale or beer and liquor to minors, as that control lies in the hands of the Ministerio de Seguridad and police organizations and municipalities who give out the licenses. The IAFA director said that her organization can only make recommendations, like the prohibition of advertising of alcohol. Barhona said an agreement with the World Health Organization exists but it still has to be ratified by the Legislative Assembly, which project is just a dream.
The IAFA statistics show that historically men consume more alcohol than women. However, that trend had been changing over the last few years, due to many factors, like the women entering the work force and having more disposable income, gender equality and group pressure, as women participate in more social activities where alcohol is present.
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