Statement from East African Breweries
RESPONSIBLE is defined as “able to fulfill one's obligations; trustworthy, reliable; able to choose for oneself between right and wrong" - (The Merriam-Webster Dictionary, copyright 1974). In order to be complete about the definition of a responsible drinker, he or she must assume the role of reliability as well as being able to choose between what's wrong and what's right for him or herself. Knowing when to say no, what your tolerance level is, and especially being able to take safety into one's hands are key points of being responsible. To be able to make sure friends don't drive home drunk, or disregard abuse among friends before the situation arises can also be under this definition.
There are many key ideas to lead to the definition of RESPONSIBLE DRINKING, but it is actually up to the individual to know when he or she is truly being responsible.
EABL believes that the consumption of alcohol can be a part of a balanced lifestyle. But we also do acknowledge that if taken in excess, it can lead to serious health and social problems. This realization has led EABL to devise a campaign to encourage responsible and safe drinking in the countries/markets we operate in. In September 2004, the campaign kicked off in Kenya and has been rolled out in Uganda . Last year alone we committed Kshs. 25 million to try and disseminate and spread responsible drinking messages to encourage correct behavior by adults when around alcohol.
To deliver the message, EABL is moving on the following fronts:
1. Bartender training
EABL is enlisting the support of bar tenders –probably the people, who best know and understand drinkers – to ensure that consumers do drink responsibly. Over the last three years, over 3,000 bar tenders have undergone training. The campaign will increase the tempo so that more of them can benefit. Bar tenders have a positive relationship with consumers and EABL would want to use that goodwill to influence drinking patterns. The training gives them skills in responsible servicing techniques such as how to deal with those under the legal drinking age and customers who have had too much.
2. University Lectures on Responsible Drinking
EABL is working with renowned psychologist, Dr. Frank Njenga, to develop responsible drinking materials as well as give university students talks on alcohol and health issues.
3. Parents & Teachers Guide on alcohol education
Dr. Njenga is also developing appropriate communication materials to guide parents and teachers on how to handle and discuss alcohol issues with young people.
4. Billboard and Press Advertising Campaigns
To reach consumers, who often have the final say on whether to take that last drink or not, we have developed adverts to run in billboards, newspapers, magazines and also radio and television with emphasis being placed on “Drink Responsibly, Live Responsibly.
5. Media Workshops
And just to make sure that media practitioners understand what alcohol abuse is all about, EABL has held one-day workshops for journalists. The media informs and shapes peoples' opinions and it is important that alcohol abuse issues are covered objectively and adequately.
5b. Communication Messages in all our advertising and promotional material.
EABL is committed to effective self-regulation in the alcohol industry, setting world-class standards and ensuring that its brands are marketed and promoted responsibly. The company has initiated and implemented the following policy; The Diageo Code of Marketing, which sets guidelines on how alcoholic brands, can be marketed and promoted. For example excessive drinking is not condoned or promoted and adverts that feature under 25 year olds are banned.
6. Forums for Underage drinking
The company has also undertaken sponsorship of forums on the prevention of underage drinking, The forums are a means towards getting all stakeholders involved in an all-inclusive initiative to address the pertinent issues of underage drinking.
7. Bottle Messaging
We also ensure that all our alcoholic brands carry a “Not For Sale to Under 18's” sign on all our bottles. We also do not retail our brands though kiosks.
8. Employee Alcohol Policy
The company has also implemented an Employee Alcohol Policy , which ensures that all EABL staff knows and understands appropriate drinking behavior. The policy discusses important topics such as drinking and driving, alcohol and the work place and problem drinking. All EABL staff are expected to demonstrate a responsible attitude to drinking.
Click here to view the Employee Alcohol Policy
9.WE ID Campaign
‘‘WE ID Campaign’’, rolled out in partnership with retail outlets, is a proactive industry initiative driven by the need to prevent access and sale of alcohol to people below the legal drinking age (18 years).
10.National Alcohol Beverages Association of Kenya (NABAK)
NABAK is an alcohol beverages industry association comprising Kenya Wine agencies Ltd., EABL, Wines of the World, and London Distillers as founder members. The objective of the association is to promote self-regulation and minimize alcohol-related harm by advocating for responsible consumption.
11. Guidelines on Alcohol Industry Advertising
The guidelines, which are in line with global best practice, are expected to promote self-regulation in the way alcoholic brands are marketed in order to promote responsible consumption of alcohol in Kenya.
Click here to download the Guidelines on Alcohol Industry Advertising
| 
