Cheers to good times

Zambian Breweries has launched the 2021 iteration of its Smart Drinking campaign under the theme “Cheers to being responsible together,” aimed at sensitising the public on the importance of responsible alcohol consumption.
The initiative is part of the company’s commitment to promote responsible drinking among beer lovers nationwide.
The brewer’s message is that alcohol ought to be consumed in a responsible manner to safeguard the wellbeing of not just the consumer but the people around them as well as communities at large.  
The Smart Drinking campaign was first initiated by Zambian Breweries in 2016 with the objective of promoting responsible alcohol consumption in local communities while also raising awareness on the dangers of alcohol abuse and underage drinking.
Speaking during the launch, Zambian Breweries Country Director Michelle Kilpin said: “We would like this campaign to drive positive conversations around alcohol-related issues with the public. We have noted with concern that the high incidences of gender-based violence in our communities are often attributed to alcohol abuse. This campaign is our way of contributing to this fight and towards our bigger goal of creating a better world for all.”
Zambian Breweries has partnered with the Lusaka City Council (LCC), the Road Transport and Safety Agency (RTSA), bar and nightclub owners, and is looking to collaborate with other government agencies, and the private sector organisations to form strong linkages between its campaign objectives and local communities.
“Supporting responsible drinking is one of the core sustainable development priorities for Zambian Breweries,” Ms Kilpin said.
“We are committed to spreading awareness and educating people on the importance of responsible drinking in line with our long-term sustainability objective. ZB remains steadfast in its goal to help protect customers’ health while bringing people together for a better world.”
Lusaka City Council Town Clerk Mr Alex Mwansa during the virtual launch said: “For all its benefits as a recreational beverage, it is always important to remember that alcohol is meant to be consumed in moderation as it has an impact on productivity. We will continue to contribute to the efforts to curb underage drinking through regulating the sale of alcohol only through licensed liquor outlets. We call on all alcohol manufactures and players in the industry to emulate Zambian Breweries in taking responsible steps to sensitise consumers and help cushion the negative impact of alcohol abuse in our communities.”
The town clerk finally led all gathered in the cheers to responsible drinking pledge.

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