Retailers of alcoholic beverages across the country have been urged to prioritize their customers’ safety over profits to ensure business sustainability. Advocates for this approach believe it will save lives and strengthen relationships between retailers and consumers.
Uganda is ranked among the biggest alcohol-drinking countries globally, and police have often attributed many road accidents, especially in the Kampala metropolitan area, to drunk driving. To combat this, a traffic operation known as “Kawunyemu” was instituted to detect drunk drivers on the road, and it remains in effect.
During the launch of a new responsible drinking campaign known as “Easy Easy N’enkya Lunaku,” which translates to “Don’t drink dead, tomorrow is another day,” Adu Rando, the Managing Director of Nile Breweries, emphasized that their parent company, AB InBev, operates under the motto “A future of many more cheers.” This commitment speaks to the importance of a healthy society, which in turn ensures sustained business success.
Rando stated, “We need to be at the forefront of engaging customers and consumers, stakeholders, and society at large, to ensure that we are not interested in making a profit from harmful consumption, such as excessive drinking or underage drinking.”
The “Easy Easy N’enkya Lunaku” campaign aims to equip the government and society with tangible actions to ensure access to safe, legalized, and sanitized alcohol products, while also promoting safe and responsible consumption. “One can enjoy alcohol in a healthy, safe, and secure manner,” Rando affirmed.
Emmanuel Njuki, the Legal and Corporate Affairs Director at Nile Breweries, highlighted that the new campaign focuses on behavioral change. He explained that retailers only benefit when consumers return over a longer period, rather than just once. This long-term relationship can only be guaranteed by prioritizing customer safety rather than maximizing short-term earnings. “As long as one doesn’t abuse alcohol, they are a lifelong consumer, and that makes both business and social sense,” Njuki added.
The campaign, which will run until the end of the year, involves awareness creation through multiple channels, including music. Artists have been contracted to compose songs addressing responsible drinking, helping the message reach a wider audience. Retailers will also be engaged to remind them of their responsibility towards consumer safety. “The discussion we are starting will be about sharing behavior changes at different points,” Njuki stated.
Njuki further noted the challenge of unregulated alcohol on the Ugandan market. While difficult to control, raising awareness among regulated retailers is a critical first step. With support from media and music, this message can eventually reach the broader market.
The launch of the “Easy Easy N’enkya Lunaku” campaign marks the beginning of a long-term commitment to fostering responsible drinking behaviors in Uganda. By prioritizing customer safety over immediate profits, retailers can build stronger relationships with consumers, ensuring both societal well-being and business sustainability.
By
Denis Kasule Ssebunya
