Zambian Breweries kicks off Responsible Drinking with Smart Drinking Campaign ‘Cheers Pa Easy’
LUSAKA, ZAMBIA – Zambia’s largest beer producer, Zambian Breweries, has launched its annual smart drinking campaign under the tag ‘Cheers Pa Easy.’
In line with its parent company AB InBev’s global smart drinking agenda, the company has actively implemented initiatives to foster a culture of moderation and responsibility with an annual drive to help foster a culture of moderation in alcohol consumption in the country since 2016. The new Cheers Pa Easy initiative kicked off with an anthem that reminds consumers to pace themselves, ensure that they eat, drink water and non-alcoholic beverages in between their alcoholic drinks, and do not drink and drive.
Zambian Breweries continues to play a pivotal role in cultivating a culture of moderate alcohol consumption in the country. The Cheers Pa Easy campaign will run from December to January to make people more aware of smart drinking habits during the festive season when there’s a lot of irresponsible drinking and drink-driving. With various partners such as the Lusaka City Council and the Road Transport and Safety Agency (RTSA), the campaign aims to limit irresponsible alcohol consumption.
“Zambian Breweries has proven to be more than just a producer of beverages, but a steward of responsibility and sustainability. Through sustainability programmes, we aim not only to produce quality beverages but also to contribute to the well-being of the communities we serve,” said Zambian Breweries Country Director Michelle Kilpin.
Due to the need for government and the private sector to lessen alcohol abuse; Zambian Breweries created its annual smart drinking campaign in 2016 to help spread awareness on the dangers of irresponsible consumption of alcohol in local communities in line with government policy. The company’s smart drinking agenda supports the government’s efforts in implementing the National Alcohol Policy by emphasising compliance and the sensitisation of consumers, bar owners, alcohol retailers and non-consumers about the harmful use of alcohol as well as underage drinking.
“Cheers Pa Easy is more than a campaign; it’s an educational endeavour designed to ensure your beer experience is not just enjoyable but positively contributes to the well-being of consumers. By embracing responsible drinking, you can still wake up in the morning after a night of cheer in good health,” said Corporate and Legal Affairs Director Tawanda Hojane.
“Zambia’s National Alcohol Policy has created an enabling environment for a coordinated response among stakeholders to address such vices,” he added.
Zambia recently participated in the African Union High-Level Session on substance abuse, where the Ministry of Health rallied citizens of Africa to unite against the pervasive issue of substance abuse.
Zambia’s largest brewer together with its parent company AB InBev believe in ‘coming together’: Consumers, manufacturers, retailers and government to achieve a shared goal of protecting the nation by ensuring that alcohol is enjoyed responsibly.
“The alcohol industry contributes significantly to Zambia’s economy; the campaign aims to ensure that this prosperity is sustainable. Responsible drinking supports entrepreneurship, employment, and economic growth for thousands of Zambians,” Ms Kilpin added.
Zambian Breweries implored others to join the Cheers Pa Easy Campaign. To embrace the idea that having a good time is not about the quantity but the quality of decisions made.
“Let us raise our glasses to a healthier, safer, and more vibrant community. Pledge to consume alcohol responsibly, be mindful of the impact on yourselves and those around you,” concluded Ms Kilpin.
“We remain committed to supporting all efforts tailored towards the implementation of the National Alcohol Policy. We believe that alcohol is good for social cohesion, bringing people together and must not be abused.” “This year’s campaign Cheers Pa Easy encourages all to take it easy whenever we settle down with friends, family to enjoy a beer responsibly,” concluded the Zambian Breweries Country Director.
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About AB InBev in Zambia Zambian Breweries Plc is part of Anheuser-Busch InBev (AB InBev), the largest brewer in the world, with more than 500 beer brands and some 200,000 employees in over 50 countries. It is also one of the world’s largest bottlers of soft drinks. Zambian Breweries was established in Zambia in 1968 and its product range has grown to include clear beers such as Mosi Premium Lager, Mosi Light, Castle, Carling Black Label, Eagle, Stella Artois, and Budweiser.
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