Nile Breweries launches campaign for a responsible drinking

September 25, 2023 in Business, Companies by Editor

AB InBev’s Ugandan unit, Nile Breweries , launched a campaign September 25, to promote responsible drinking. Running under the tagline “Enjoy Like a Boss – Be a Champion of Moderation,” the campaign seeks to induce self-moderation in consumption through creating awareness about the dangers associated with drink-driving.

According to Emmanuel Njuki, the head of legal and corporate affairs at Nile Breweries, the campaign which will run until December, seeks to speak to the power of beer as a drink of moderation.

“As Uganda’s market leader for beer, we are committed to promoting responsible enjoyment of our beverages and accelerating the reduction of harmful consumption of alcohol in Uganda,” Njuki said.

He added that the brewer would want “every experience with our brands to be a positive one and a big part of that is through helping customers make smart choices while enjoying our products,”

The smart drinking campaign is part of initiatives to mark the Global Beer Responsible Day. The annual event is anchored by AB InBev, as part of efforts to foster a safe drinking culture globally. In Uganda, Nile Breweries spends UGX300 million a year to support a activities that promote responsible consumption of alcohol.

“We want to advise and remind our customers that moderation is key, they should not drink and drive, they should alternate between a beer and a non-alcoholic drink like water, and always pair food with their drink,” advised Njuki.