AB InBev’s subsidiary in Ghana ABL champions responsible drinking in new campaign

GHANA – Accra Brewery Limited (ABL), a subsidiary of multinational brewer Anheuser-Busch InBev (AB InBev) has launched its new Smart Drinking campaign christened “BE THE LIMIT”.

To spearhead the campaign, the brewer is using its CLUB Shandy brand, low-alcohol beer of 2% alcohol by volume (ABV), termed as the drink of choice for the moderate and responsible drinker.

According to ABL’s linked post announcing the initiative, the campaign is aimed to create awareness and educate consumers to drink responsibly, not to consume alcohol when pregnant or to sell to persons under the legal drinking age of 18years.

“We urge everyone to drink responsibly as ABL continues to spread our smart drinking messages nationwide.”

Accra Brewery Limited

During the launch, ABL employees volunteered to spread the Smart Drinking messages in over 19 retail outlets/open-air bars and two of its key distributors. They also disseminated fliers to engage customers and several patrons at the bars.

In addition, ABL has partnered with Jumia, Africa’s largest e-commerce, to share facts and figures of the company and Smart Drinking messages through quizzes.

Through the campaign, customers were also rewarded with CLUB Shandy branded items such as beach towels and key chains.

“We urge everyone to drink responsibly as ABL continues to spread our smart drinking messages nationwide,” stated ABL.

The Smart Drinking campaign is part of AB InBev’s programs and initiatives focused on shifting social norms, consumer behaviours, and its own business practices, in order to make a tangible contribution to the reduction of harmful use of alcohol globally.

Under the initiative AB InBev targets to reduce the harmful use of alcohol by at least 10% in six cities by the end of 2020 and implement the best practices globally by the end of 2025.

The pilot six cities include: – Leuven, Belgium; Johannesburg, South Africa; Brasília, Brazil; Jiangshan, China; Zacatecas, Mexico; and Columbus, Ohio, USA.

It’s second goal is investing US$1 billion across its markets in dedicated social marketing campaigns and related programs by the end of 2025.

The Belgium headquartered company also wants to ensure No- or Lower- Alcohol beer products represent at least 20% of its global beer volume by the end of 2025.

In addition, AB InBev will place a guidance label on all of its beer products in all markets by the end of 2020 and aim to increase alcohol health literacy by the end of 2025.

“We believe in helping consumers understand why and how alcohol should be consumed within limits. That’s why we’re collaborating with partners to identify and implement evidence-based ways to increase alcohol literacy among consumers,” AB InBev stated.

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AB InBev targets to reduce the harmful use of alcohol by at least 10% in six cities by the end of 2020 and implement the best practices globally by the end of 2025.

It’s brewing competitor, Diageo is also rolling out its DRINKiQ e-learning tool to disseminate information on responsible drinking at its operating units in Kenya and Tanzania.

In Tanzania, Serengeti Breweries Limited (SBL) is using the tool to provide consumers with the information they need to make positive decisions about drinking responsibly and tackling myths about drinking alcohol.

It gives information about the content of their drinks, how alcohol is made and different ways it can impact their bodies, show them how to keep track of their alcohol intake and how to pour a standard measure of spirits, wine or beer.

Kenya Breweries Limited on the other hand, has partnered with National Transport and Safety Authority (NTSA) to educate and sensitize road users on responsible drinking under its DRINKiQ platform, in order to enhance road safety in Kenya.

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