ZB rise to under-age drinking, launches 18 years plus drinking campaign | WestMac Media

Zambian Breweries Plc has launched called “ the 18 plus say no to underage drinking campaign “ in Lusaka’s’ Libala Township today. 

The campaign, which is part of a global campaign by Zambian Breweries’ parent company AB InBev, is being rolled out in bars, pubs and other outlets across Lusaka in order to lessen on the number of underage patroons and the sale of alcohol to in bars. 

According to a statement by the brewery company’s Public relations office, today, the measure is meant to ensure that citizens bid to the law preventing the sale and consumption of alcohol by under eighteens is enforced and adhered to. 

And speaking during the launch, Zambian Breweries Country Director Jose Daniel Moran said the company was concerned with alcohol abuse and truly committed to fight underage drinking hence, launching a campaign that would directly address the matter. 

Mr. Moran, said stakeholders have a responsibility to help consumers make better choices and be aware of the harm alcohol can have if not consumed responsibly. 

“We are concerned with the effects of alcohol drinking among youths. It is the responsibility of all stakeholders to ensure that the youths under the age of 18 do not consume alcoholic beverages,” said, Mr. Moran. 

He emphasized that retailers and other adults who allowed easy access to alcohol to minors must be held accountable. 

“We hope this campaign will help us address and tackle this matter and ensure that the youths have a bright future free from engaging in illicit activities due to alcohol consumption,” said Mr. Moran. 

He said, young people needed to be aware of the health implications of alcohol abuse, especially at an age when they were not prepared mentally nor physically to have these choices. 

Officiating at the event Lusaka city Mayor Wilson Kalumba said, the 18+ campaign is very important not only to Zambian Breweries and the ambassadors but to the whole city. 

“I look forward to a situation where I will see alcohol traders refusing to sell to anyone they suspect is below the age of 18. For those that are above 18 years old but look young, maybe they should move with their NRCs but again our call just like Zambian Breweries is on smart responsible drinking. Let us all be on top of things and ensure that we raise a generation that is free of drunkards and drinks responsibly,” he said.