Smart Drinking
We are dedicated to leveraging our core strengths to encourage moderation and foster responsible drinking habits. Our approach is grounded in evidence-based programmes, an effort we refer to as Smart Drinking. We believe this commitment benefits not only our consumers, but also the communities we serve and the long-term health of our business.
When consumers substitute strong alcohol beverages with beer, both moderation and responsible drinking are reinforced and public health outcomes at aggregate levels may improve.
Beer is part of celebrating life’s moments throughout the world. As the world’s leading brewer, the company is committed to promoting moderation and responsible drinking. We promote moderation and responsible drinking among consumers through social norms marketing techniques. KBL has launched a smart drinking campaign called Ja Easy, which incorporates the proactive steps we’re taking to instill a culture of responsible drinking among Botswana youth.
- Not for sale to persons under the age of 18
- Pace yourself
- Alternate with food and water
- Designate a driver
Ja Easy aims to make every experience with a beer a positive one by drinking responsibly, encouraging Botswana youth to drink slowly and pace themselves, alternate drinks with food and water, and designate a driver if they plan to drink.