LUSAKA, ZAMBIA – Zambian Breweries Plc has encouraged consumers to actively ask for the Recommended Selling Price (RSP) when purchasing its products at retail outlets, following the recently announced price reductions on selected Mosi, Mosi Light, Eagle and Eagle Extra brands.

The company said the move is aimed at ensuring that the benefits of improved economic conditions and recent price adjustments are fully realised by CONSUMERS at point of sale.

New Recommended Selling Prices:

Zambian Breweries recently announced price reductions across selected products, enabled by improvements in the operating environment, including easing inflationary pressures, relative foreign exchange stability, improved energy availability and a more stable power supply.

Commenting on the matter, Country Director of Zambian Breweries, Thais Cavinatto, said consumer awareness plays an important role in ensuring fair pricing and transparency across the retail value chain.

“We have taken deliberate steps to reduce prices on selected products in response to improved economic fundamentals. It is important that these reductions are reflected at retail level, and consumers have a right to ask for the Recommended Selling Price,” Ms Cavinatto said.

She noted that asking for the Recommended Selling Price empowers consumers while reinforcing responsible retail practices.

“The Recommended Selling Price is designed to promote fairness, affordability and transparency. By asking for it, consumers help reinforce good market behaviour and ensure that price reductions achieve their intended impact.”

Ms Cavinatto added that affordability remains a key pillar of the company’s broader efforts to promote responsible consumption and curb illicit alcohol trade.

“When regulated products are priced fairly and remain accessible, consumers are less likely to turn to unsafe, unregulated alternatives. Transparency at retail level supports public health, consumer protection and sustainable industry growth,” she said.

Zambian Breweries reaffirmed its commitment to working closely with retailers, distributors, Government and other stakeholders to promote responsible selling practices, compliance with recommended pricing, and a fair-trading environment that benefits consumers and the broader economy.

The company encouraged consumers who are unsure of the Recommended Selling Price to seek clarification at retail outlets or through official Zambian Breweries communication channels.