Summary:

• Uganda Breweries Limited has launched the Tokisussa “Drink Responsibly” campaign, urging the public to be cautious during the Christmas and New Year festivities by emphasizing the dangers of drunk driving, underage drinking, and binge drinking, with a focus on responsible drinking habits.

As the country prepares for the festive season of Christmas and New Year, Uganda Breweries Limited (UBL) has introduced the Tokisussa “Drink Responsibly” initiative. Through this campaign, the organization aims to raise awareness among the public about the risks associated with drunk driving, as well as the potential consequences of binge drinking and underage alcohol consumption.

The campaign was officially launched at Kampala Serena Hotel on December 22, 2023. Brenda Kobutungi, the UBL Corporate Relations Manager overseeing Positive Drinking and Communications, emphasized the organization’s commitment to transforming drinking habits for the better.

“We advocate for responsible drinking and invest in educational programs to discourage the harmful use of alcohol. These efforts align with Diageo’s Society 2030: Spirit of Progress, which advocates for creating a more inclusive and sustainable society,” Kobutungi explained.

Highlighting the relevance of the campaign during the festive season, Kobutungi urged customers to exercise caution, moderation, and responsibility. She emphasized the importance of not driving after consuming even a small amount of alcohol.

UBL has a history of promoting responsible drinking through its Red Card – Zero Tolerance to Drink Driving campaign, which has been active for the past decade. Currently, two campaigns operate under this banner: “The Wrong Side of the Road,” which showcases the consequences of driving under the influence, and “Drink IQ,” an online quiz-type communication aimed at encouraging behavioral change related to alcohol consumption.

Kobutungi outlined the specific focus areas of the Tokisussa campaign, including the dangers of illicit, unregulated, and substandard alcohol, especially among underage individuals. She urged the public to refrain from sending children to purchase alcohol and emphasized the importance of not consuming alcohol around children.

Additional campaign areas include addressing drink driving and overconsumption, particularly during the Christmas and New Year festivities. The Alcohol Marketing Code of Conduct has been implemented to regulate how alcohol is communicated.

To minimize alcohol consumption, Kobutungi recommended moderation, staying hydrated, and deciding on a predetermined limit of drinks. She advised against drinking games and shots, encouraged spending time with friends who drink less, adding extra ice to drinks, eating before or during the occasion, and pacing oneself for a more enjoyable and healthier lifestyle.