Zambian Breweries launches #ResponsibleTogether campaign promoting responsible drinking

ZAMBIA – Zambian Breweries Plc, has joined other leading alcohol companies in the region in spreading 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 and gender-based violence.

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In addition, it will tackle binge drinking and illicit alcohol consumption; 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.”

Zambian Breweries Country Director – Jose Moran

The campaign, dubbed #ResponsibleTogether, was kicked-off by the beverage company in September with the signing of a memorandum of understanding with Lusaka City Council.

“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.

Zambian celebrities have joined the campaign with ZB further signing a one-year advertising contract with national broadcaster ZNBC to sensitise the masses through mainstream media.

“In our efforts to maximize and amplify our products and messages to the public, we are delighted to continue partnering and collaborating with Zambia National Broadcasting Corporation ZNBC to help us reach our consumers, suppliers and stakeholders,” indicated the company.

The subsidiary of AB InBev recently ventured into use of digital technology and e-commerce platforms as part of its distribution channels to encourage customers to enjoy their products responsibly at home amid the COVID-19 pandemic.

To this end, the country’s largest brewing company has partnered with Tigmoo and AfriDelivery to facilitate delivery of its products to the doorsteps of its customers.

“It’s not something that we have been doing a lot in the past; we just started. Together with our partners, we’re trying to encourage people that if you don’t want to go out, but you still want to have our products at home, you can place your order online,” said Moran.

“You can still enjoy our brands; you can still have fun; but please do it at home and by yourself. You don’t need to go out,” he stressed.

Mr Moran noted that the Zambian Breweries e-commerce distribution channel was still in infancy but hoped it would soon grow to greater heights with time.

In a press-release, the company indicated that it has not yet gotten great volumes through the e-commerce distribution line, but believes it is the future delivery system for the industry.

Mr Moran observed that customers were slowly adapting to the new normal and embracing home delivery of alcohol products.

“The consumer is adapting during this pandemic; the consumer has changed from going out and having a drink to enjoying more responsibly at home,” he noted.

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