As Zambia’s largest beer producer, Zambian Breweries, we are excited to announce the launch of our annual smart drinking campaign, Cheers Pa Easy. Aligned with our parent company AB InBev’s global smart drinking agenda, we have been actively implementing initiatives since 2016 to foster a culture of moderation and responsibility in alcohol consumption in the country.
Our Cheers Pa Easy initiative has begun with an anthem that serves as a reminder to consumers about pacing themselves, ensuring they eat, drink water and non-alcoholic beverages in between alcoholic drinks, and not drinking and driving. We play a pivotal role in cultivating a culture of moderate alcohol consumption, and this campaign will run from December to January, aiming to raise awareness of smart drinking habits during the festive season, a time when irresponsible drinking and drink-driving often prevail.
Collaborating with partners such as the Lusaka City Council and the Road Transport and Safety Agency (RTSA), our campaign seeks to limit irresponsible alcohol consumption. Zambian Breweries, beyond being a producer of beverages, acts as a steward of responsibility and sustainability, contributing not only to quality beverages but also to the well-being of the communities we serve, as highlighted by our Country Director, Michelle Kilpin.
Recognizing the need for collective action to address alcohol abuse, we initiated our annual smart drinking campaign in 2016 to spread awareness of the dangers of irresponsible alcohol consumption in alignment with government policy. Our smart drinking agenda supports the government’s efforts in implementing the National Alcohol Policy by emphasizing compliance and sensitizing various stakeholders about the harmful use of alcohol and underage drinking.
Cheers Pa Easy is more than a campaign; it’s an educational endeavor designed to ensure that the beer experience is not just enjoyable but positively contributes to the well-being of consumers. By embracing responsible drinking, consumers can enjoy a night of cheer and still wake up in good health, as emphasized by our Corporate and Legal Affairs Director, Tawanda Hojane.
In response to Zambia’s participation in the African Union High-Level Session on substance abuse, we, together with our parent company AB InBev, advocate for unity among consumers, manufacturers, retailers, and the government to achieve the shared goal of protecting the nation by ensuring alcohol is enjoyed responsibly.
Acknowledging the significant contribution of the alcohol industry to Zambia’s economy, our campaign aims to ensure that prosperity is sustainable. Responsible drinking supports entrepreneurship, employment, and economic growth for thousands of Zambians, as highlighted by Ms. Kilpin.
We implore others to join the Cheers Pa Easy Campaign, embracing the idea that having a good time is not about quantity but the quality of decisions made. Let us raise our glasses to a healthier, safer, and more vibrant community, pledging to consume alcohol responsibly and being mindful of the impact on ourselves and those around us. We remain committed to supporting efforts toward the implementation of the National Alcohol Policy, believing that alcohol is good for social cohesion and bringing people together, emphasizing that it must not be abused. Cheers Pa Easy encourages all to take it easy when settling down with friends and family to enjoy a beer responsibly, as concluded by our Country Director.
