UGANDA – Uganda’s leading beer manufacturer and subsidiary of AB InBev, Nile Breweries Limited (NBL, has partnered with delivery service provider Jumia to commemorate the Global Smart Drinking Week (GSDW).
The GSDW 2021 aimed to curb the harmful use of alcohol will run from September 13–17 and aligns with the first week of the United Nations General Assembly.
According to the brewer, it will celebrate GSDW 2021, along its sister breweries around the world, championing the many specific behaviours and social norms that encompass smart drinking and aim to make every experience with beer a positive one.
Under the new partnership with Africa’s ecommerce giant, NBL seeks to provide consumers who order beer online via Jumia’s platform to also receive food and water, to drive smart drinking.
“This GSDW, we champion the many specific behaviours and social norms that encompass smart drinking and aim to make every experience with beer a positive one.
“To drive the messages of smart drinking behaviours such as hydrating and eating a meal before or during consumption of our beers, NBL has partnered with Jumia in a promotion to encourage its consumers to take up responsible behaviour,” said Onapito Ekomoloit, the Legal and Corporate Affairs Director at NBL.
Onapito revealed that lucky winners will get free water and food coupons on their NBL beer brands purchases on Wednesday, Thursday and Friday of the week as it crowns off the GSDW.
NBL’s new initiative comes months after its sister company South African Breweries (SAB), launched a ghost kitchen to deliver delicious bites to consumers, before and after indulging in alcohol, under its Flying Fish brand.
Dubbed, The Flying Dish Kitchen, SAB has partnered with Uber Eats to feature a select menu of consumers’ favourite pre- and post-groove meals, as chosen by them.
Paul Tesar, the Jumia Uganda Chief Commercial Officer commended the partnership between the two companies that he described as being one to benefit the consumers.
“Jumia is proud to support NBL’s GSDW initiative. We not only enable consumers to conveniently order beers online but also want to play an active role in promoting responsible consumption.
“As consumers are increasingly looking to Jumia for supplies of consumables like beer, we leverage our online presence to promote messages around smart drinking. Together with NBL, we are building a convenient and safe destination for consumers to shop for beer,” Tesar said.
The AB InBev group established its Global Smart Drinking Goals in December 2015 to contribute to the World Health Organisation target of reducing the harmful use of alcohol by at least 10% in every country by 2025 and the United Nations Sustainable Development Goal of strengthening the prevention of harmful use of alcohol globally.
This commitment extends far beyond advocating “drink responsibly” as it spans various initiatives, to support its Smart drinking goals such as guidance labelling on beers, in bars activations, awareness campaigns in traditional media and social media, social-behavioural change campaigns such as No Excuse, road safety programs and most recently the interuniversity smart drinking challenge.