Zambian Breweries has signed a Memorandum of Understanding with Lusaka City Council to enhance the message of responsible drinking.
The smart drinking initiative seeks to educate and inform people about the ills of alcohol abuse and the benefits of smart drinking by reducing underage drinking, strengthening marketing codes of practice, increasing alcohol literacy, and reducing drink driving.
“As a responsible alcohol producer and in accordance with our sustainability programmes, Zambian Breweries remains committed to implementing initiatives that influence social behaviour towards responsible alcohol consumption and harm reduction,” said Zambian Breweries Country Director Jose Moran.
Mr Moran explained that Zambian Breweries, under its Better World strategy, aimed to improve and enhance the lives of people in the communities where they operate, and the latest agreement seeks to advocate for collaboration of other institutions and mobilise resources for harm reduction programmes.
“We desire to see people enjoy their alcohol responsibly, and through this MOU, we want to increase the awareness of consumers and underage youth on the potential harm of irresponsible alcohol consumption to establish behaviour change for harm reduction,” he said.
The other objectives of the agreement are to engage local outlets, retailers and distributors on compliance with the Liquor Licensing Act of 2011 and National Alcohol Policy to encourage responsible alcohol selling, as well as implement high impact initiatives and provide effective monitoring and evaluation for their overall impact.” he continued.
Zambia’s larger brewer has attributed the rampant alcohol abuse to the sale of cheap unregulated illicit spirits commonly known as junta and tujilijili and also lack of awareness on the dangers of alcohol abuse by a number of consumers.
Zambian Breweries has in previous years supported the Road Traffic and Safety Agency (RTSA) by donating breathalysers and other equipment.
The company has collaborated with the Lusaka Province Liquor Association on a tavern programme that enhances awareness about the dangers of alcohol abuse.
“Zambian Breweries’ contribution to the partnership with LCC will be in the areas of education and awareness by developing communication material, engagement with stakeholders, a mentorship programme for the Bars and Night Clubs Association, and targeted dialogue and sensitisation with marketers and call boys on their welfare concerning alcohol abuse.
LCC’s contribution to the partnership will be in the areas of regulating the sale of alcohol through the Liquor Licensing Act and securing public health.
Aside LCC, the brewing company has also come together with Zambian celebrities to champion the message of responsible alcohol consumption.
These influencers include Slapdee, Salma Sky, Bobby East, Wezi Heart Sound, El Mukuka, and Sebastian Dutch.
In its quest to combat underage drinking, Zambian Breweries also handed over a refurbished youth and sports centre to residents of Lusaka’s Bauleni Township in March this year. The refurbished Bauleni Youth and Sports Centre houses a football pitch, a youth skills development centre and a children’s park.
Zambian Breweries’ dream is to create “a better world” that encompasses responsible alcohol consumption – Smart Drinking. The company believes that consumers, manufacturers, retailers and government have a key role to play in achieving the goal of protecting the nation while ensuring that alcohol is enjoyed responsibly.
