In celebration of Global Beer Day, Tanzania Breweries Limited (TBL), the nation’s leading beverage manufacturer, launched its ‘Smart Drinking’ campaign. The initiative is aimed at educating colleagues, customers and consumers on responsible alcohol consumption.

The campaign kicked off on 1st October and continued with engagements at entertainment venues across Dar es Salaam, Mbeya, and Arusha, promoting safe and moderate drinking habits.

The core objective of the ‘Smart Drinking’ campaign is to raise awareness among both customers and consumers of TBL's brands on the importance of responsible drinking, with a particular focus on safeguarding their health.

Beer customers, being the first point of contact for consumers, are considered ambassadors of responsible consumption, tasked with ensuring that customers enjoy alcohol in a safe and responsible  manner.

Speaking at the media briefing, TBL’s Managing Director, Michelle Kilpin, emphasized the company's dedication to encouraging safe drinking practices.

“This year, our moderation focus messages are SIP Smart: Choosing a lower ABV beverage, Switch Smart it up: Which means alternate with water or  non alcoholic beverages, Eat Food a reminder to eat before or while drinking and ride right: not to drive after drinking alcohol" said Kilpin.

She further noted, “Our goal is to reduce road accidents caused by excessive drinking and to prevent alcohol-related health issues. We also encourage customers to be vigilant, refrain from serving intoxicated customers, and advise them to head home safely.”

Catherine Mabula, TBL’s Corporate Affairs  Communications Manager, highlighted the partnerships that have been instrumental in supporting the campaign. These include collaborations with the Tanzania Red Cross Society (TRCS), the Tanzania Police Force, and TBL’s product sellers. “With these partnerships, we are working to ensure that our communities are safe.

By 2025, we aim to reduce alcohol-related road accidents by 10%. This educational campaign will significantly contribute to the safety and well-being of our customers,” Mabula added.

Our call to you all is fully embrace your role as a champion of moderation to come together to promote responsible drinking. Cheers to moderation!