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As one of the leading brewers, responsible consumption is a key focus area as part of our sustainability agenda. Beer is a natural product enjoyed by millions of people around the world. It is and can be part of a balanced lifestyle when consumed responsibly. We actively promote the enjoyment of beer in moderation with a campaign called “BeLik, BeAgbab, BeHalafinet,” which translates to “In moderation, appropriately, with responsibility.”
We collaborate with non-governmental organizations (NGOs) to promote awareness in universities, specifically targeting the discouragement of underage drinking. During training sessions, our brand remains undisclosed, putting the NGOs front and center, and ensuring that we have no direct involvement. This approach allows the NGOs to build trust and credibility with the students, while we support the initiative from behind the scenes.
Our responsible consumption message is to drink in moderation, at the right time, in the right place for the right reasons. Additionally, our Cool at Work program for employees is a deliberate initiative, fostering awareness and actions to promote responsible alcohol consumption, ensuring the well-being of individuals and maintaining a safe workplace by preventing misuse and abuse.
Our Responsible Consumption messages are visible on our partner Meter Taxi to promote the message on streets of Addis, along with alcohol content on our brands.