By: Precious Mills
BASSETERRE, St. Kitts (Friday 27th August 2021) — Carib Brewery (St. Kitts-Nevis) Limited is asking people of the Federation not to participate in the popular #MilkCrateChallenge, which has been flooding social media platforms including Facebook, Twitter and TikTok. The challenge involves attempting to walk across a pyramid-shaped structure stacked with milk crates, with videos capturing numerous falls. Medical experts and health organisations in the US have warned about the risk of serious and life-threatening injuries from the challenge.
Speaking exclusively to an employee at Carib Brewery’s Marketing Department on Wednesday 25th August, the company confirmed it was preparing to post a message of caution: “The crate challenge is very dangerous. We are asking persons to refrain from participating in something like that.” The company also noted that its crates have a ‘lock’ feature when stacked correctly, but safety is the overriding concern. The full statement posted on Thursday 26th August via Carib Brewery’s official Facebook page read: “At Carib Brewery (St Kitts & Nevis) Limited, we believe in the celebration of life, and in our freedom as a people to do so responsibly. The health, safety and well-being of our staff, consumers and those around us who we may influence in some way or the other is our top priority, every day. Because of our position, the Management and Staff of Carib Brewery (St Kitts & Nevis) Limited wish to categorically state that neither our company nor any of our brands endorse the current social media Milk Crate Challenge that is rapidly gaining in popularity, locally and abroad. With everyone’s best interest in mind, we kindly encourage you not to engage in this challenge or attempting the use of crates or any such object to promote or participate in this current trend or similar activities. Already, it has led to serious bodily damage and can result in loss of life. Let’s continue to value and protect ourselves and each other in the best ways possible and continue to enjoy ourselves, responsibly. Stay safe! The Management and Staff of Carib Brewery (St Kitts & Nevis) Limited.”