Accra Brewery PLC (ABL) has reinforced its commitment to promoting responsible drinking through its annual Cheers to Moderation campaign, an initiative designed to encourage informed choices, moderation and responsible behavior among employees, retailers and consumers.
The campaign featured a series of engagement activities aimed at raising awareness of responsible alcohol consumption and encouraging individuals to make smarter choices. Activities included celebrating Global Beer Responsible Day (GBRD), employee engagement sessions, a trade visit to interact with retailers and consumers, and non-consumer engagements designed to make responsible drinking education practical, accessible and relatable and climaxed with a “Safe Roads, Safe Bones”campaign.
As part of the campaign, ABL engaged consumers through interactive activities that encouraged them to share their knowledge of smart drinking practices. These engagements highlighted important messages and making “Boss Moves” such as drinking in moderation, pacing alcohol consumption, alternating alcoholic drinks with water, knowing personal limits, never drinking and driving, ensuring that alcohol is not consumed by persons under 18 and pregnant women should not consume alcohol.
Campaign Climax: “Safe Roads, Safe Bones”
The campaign culminated in “Safe Roads, Safe Bones,” a road safety education initiative organized in partnership with the Orthopedic Department of Korle Bu Teaching Hospital, the National Road Safety Authority (NRSA) and Okada riders Association of Ghana (ORAG).
The event focused on educating motorists on road safety tips and promoting responsible behavior on the road. Through this collaboration, ABL extended the campaign’s message beyond responsible alcohol consumption to emphasize the importance of protecting lives, preventing road crashes and making safer decisions while travelling.
Motorists were also educated on the appropriate steps to take when they arrive at an accident scene, including how to respond safely and seek the necessary emergency assistance. As part of the education, participants were provided with the ambulance emergency contact number to help ensure they know who to call when urgent medical assistance is required. These practical sessions reinforced the importance of being informed, prepared and being a responsible road user, highlighting how timely and appropriate action can make a difference in saving lives.
The partnership underscored the importance of collective action in addressing road safety, particularly the need to discourage drinking and driving and encourage motorists to observe road safety regulations. By bringing together industry, healthcare professionals and road safety authorities, the initiative sought to strengthen public awareness of the consequences of unsafe road behavior and the importance of taking personal responsibility for the safety of all road users.
Commenting on the campaign, Akosua Mpare, Corporate Brand, Reputation and Communications Manager at Accra Brewery PLC, said: “At Accra Brewery PLC, we believe that every celebration should be accompanied by responsible choices. Through our Cheers to Moderation campaign, we continue to encourage consumers to understand their limits and make informed decisions about alcohol consumption and to always choose moderation. However, responsible choices go beyond what happens at the point of consumption; they also extend to how we conduct ourselves on the road.
“Through our partnership with the Orthopedic Department of Korle Bu Teaching Hospital, Okada riders Association of Ghana (ORAG) and the National Road Safety Authority under the ‘Safe Roads, Safe Bones’ initiative, we are reinforcing the importance of road safety and reminding motorists that one careless decision can have lasting consequences. Our commitment is to go beyond brewing great products to supporting safer communities and a society where everyone can enjoy life responsibly.”
Through Cheers to Moderation, ABL continues to encourage a culture in which celebrations are enjoyed responsibly, and individuals understand the importance of making informed choices. The campaign reflects the company’s broader commitment to responsible consumption, consumer education and the wellbeing of the communities in which it operates.
ABL encourages everyone to practice moderation, never drink and drive, comply with road safety regulations and make choices that help keep themselves and others safe and make responsible “Boss Moves.”
