The dangers of under-age drinking were highlighted recently when Zambian Breweries and National Breweries representatives spent the afternoon at SOS Children’s Village speaking to secondary school pupils about the problem.
The move was to kick-start the companies’ campaign to raise awareness of the problem of under-age drinking, and is in line with the brewery’s Prosper strategy through which the company seeks to achieve, among other things, moderate and responsible drinking.
“Zambian Breweries’ and National Breweries’ sustainable development philosophy centres on the premise that today’s decisions should not compromise the ability of future generations to build meaningful livelihoods. Against this background, we have embarked on a campaign to encourage responsible drinking among those of legal age and to discourage underage consumption of alcohol,” said Director of Corporate Affairs Ezekiel Sekele.
Zangi Benas Phiri, headmistress at SOS Village said: “This programme is highly beneficial especially since a number of our young people struggle to deal with alcohol abuse. This is a stage when children are very experimental and want to indulge in alcohol consumption when they are not necessarily ready to partake in such substances. I believe this programme will be very enlightening to the children. So we thank Zambian Breweries for this initiative because it will have a strong ripple effect throughout our communities.”
The company has embarked on a vigorous campaign against irresponsible drinking, particularly among the youth, and the negative vices associated with it.
In promoting responsible alcohol consumption among consumers, Zambian Breweries has also partnered with the Road Traffic and Safety Agency, in the enforcement of existing legislation on drinking and driving
