ZAMBIAN BREWERIES’ FRESH TOAST TO RESPONSIBLE DRINKING

Brewery kicks off Smart Drinking Campaign for 2021

LUSAKA, ZAMBIA – Gender based violence and the loss of life through road traffic accidents are stories that frequently make news headlines because of their association with alcohol abuse.

However, these are not the only problems that alcohol abuse has caused; Binge and underage drinking has also surged. A 2019 World Health Organization report revealed 76 percent of men and 33 percent of women in Zambia consume too much alcohol. The report also notes that a staggering 43 percent of children consume alcohol.

Zambian Breweries, through its Better World program decided to initiate a Smart Drinking Campaign in 2016, to help address these concerns among others. The campaign has evolved over the years under different themes each year, and this year’s theme is ‘Cheers to being responsible together.’

The campaign is part of the company’s goal to drive positive conversations around alcohol related issues and to ensure responsible drinking among members of the public.

Key focus areas include encouraging consumers to know when to call it a night, to not drink and drive, and also not to perpetrate gender-based violence when they get home. The campaign also aims to curb underage drinking, advising young people to wait until they are the right age to consume alcohol.

Community engagement is imperative in spreading these messages, and in this vein, the brewer has formed collaborative partnerships with institutions and associations such as the Lusaka City Council (LCC), Road Traffic and Safety Agency (RTSA), Bar and Nightclub Owners Association of Zambia and health institutions to educate and encourage the community to drink responsibly.

Other initiatives have sought to bring change through training bar owners, liquor retailers and distributors on issues of responsible alcohol selling, compliance and consumer safety.

The Brewery prides itself on being a responsible alcohol producer, with various sustainability programmes aimed at improving and enhancing the lives of people in the communities they operate in.

This year’s Smart Drinking initiative has the Brewery’s brands incorporated in its campaign’s social messaging, urging consumers to remember to hydrate in between drinks, to pace themselves, know their limits, and to not drink and drive.

Speaking at the launch of this year’s campaign, Zambian Breweries Country Director Michelle Kilpin noted that supporting responsible drinking is one of the core sustainable development priorities for the company.

She said: “We are committed to the cause of spreading awareness and educating people on the importance of responsible drinking and have always done our utmost to encourage this. Zambian Breweries takes pride in the safety of its consumers in the manner they enjoy beer and interact with their community.”

The brewery maintains that it will continue to partner with stakeholders in encouraging responsible drinking and called on all well-meaning institutions to come on board to help fight alcohol abuse.