SEPTEMBER 16, 2021


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. As of 2019, it was reported that a staggering 43% of children consume alcohol.

Zambian Breweries, through its Better World program decided to set up a Smart Drinking Campaign in 2016, to help address these concerns among others. The campaigns have run under different themes each year and this year’s is ‘Cheers to 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 young people to wait until they are the right age to consume alcohol, know when to call it a night, to not drink and drive, and more importantly not to perpetrate gender based violence when they get home.

Community engagement is imperative in spreading these messages, and in this vain, the brewer has formed collaborative partnerships with institutions and associations such as the Lusaka City Council, Road and Traffic Safety Agency and The Bar and Nightclub Owners Association of Zambia.

Past campaigns have been the catalyst for many alcohol harm reduction interventions built on collaborative efforts with various organisations. One such example is the successful implementation of its Youth empowerment program in , whose main aim was to train young people to avoid underage drinking and to provide awareness on the dangers of alcohol abuse. Graduates of the program were then stationed as mentors in different community centres.

This year

Speaking at the launch of this year’s campaign, “Supporting responsible drinking behaviour is one of the core sustainable development priorities for Zambian Breweries. 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,” Ms Kilpin concluded.

Zambian Breweries takes pride in the safety of its consumers in the manner they enjoy and interact overall with community. The breweries have continued to partner with stakeholders in encouraging responsibility in the manner alcohol is consumed.

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About AB InBev in Zambia

Zambian Breweries Plc, along with its sister companies National Breweries and Heinrich’s Syndicate, is part of Anheuser-Busch InBev (AB InBev), the largest brewer in the world, with more than 400 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 Lager, Castle, Carling Black Label and Eagle beer as well as the Coca-Cola, Sprite, Fanta and Schweppes brands.

National Breweries produces the Chibuku brand opaque beer, while Heinrich’s makes the popular Maheu Super Shake range.

For media inquiries, please contact

Gillian Langmead at Langmead & Baker Ltd

+260 979 060705