With the bars closed since April due the Covid-19 Pandemic, and restrictions on gathering, this year’s Global Beer Responsible Day on September 18th,called for unique celebrations. Driving awareness on Smart Drinking was the main instrument, staff, our stakeholders; particularly retailers, government and non-government actors embraced in the virtual celebrations.
“While we are waiting for our favourite bars, clubs and kafundas to re-open, we want to remind people that if they choose to enjoy our quality beers at home, it’s important to keep within the responsible drinking guidelines,” says Thomas Kamphuis, Managing Director NBL. Highlights of how to drink responsibly were aired during the Club Beatz at Home concert on September 12th on the brand Facebook Page that had over 2k viewers. Staff and other stake holders took to updating their social media with messages urging all to take up Smart drinking behaviour, which fit well with the theme “Lets Champion Smart Drinking,” calling for collective efforts.
NBL sales team took to the trade to distribute water to customers, on purchase of beer, as alternating one’s beer with water is one of the Smart Drinking methods. At the select outlets across the country, they also taught customers about different ways they could be Smart Drinkers. Started in 2010, GBRD is part of a bigger campaign #BeSmartDrinkSmart, dedicated to promoting Smart Drinking; which is responsible enjoyment of our beers by consumers as a culture.
According to Kamphuis, NBL is not only passionate about brewing great quality beers but also wants every experience with beer to be a positive one thus its unique role in promoting Smart Drinking. “Harmful use of alcohol is bad not only for its consumers, colleagues, families and communities, but also for their business. NBL therefore aims to lead the industry in contributing to the reduction of the harmful use of alcohol,” he says.
According to Onapito Ekomoloit, Legal and Corporate Affairs Director , the term Smart Drinking represents more than encouraging responsibility, NBL’s ambitions is for consumers to become more educated, have more choices, and shift their social norms and behaviours so that all experiences with beer can be positive.
“ We aim to trigger a smart drinking mind-set and behavior and do this through a set of programmes and initiatives for instance, in bars activations, awareness campaigns in traditional media and social media, social behavioral change campaigns such as No Excuse for sexual harassment, road safety programs among others,” says Onapito. NBL calls upon all to be champions of Smart Drinking through their daily actions in both their personal and professional lives and encourage others too not only on GBRD but every day.