International Breweries Pledges Support for Responsible Drinking in Nigeria

Daftar Isi

International Breweries’ Commitment to Responsible Drinking

International Breweries Plc (IBPLC), a subsidiary of AB InBev, the world’s largest brewer and producer of well-known brands like Trophy Lager, Hero Lager, Castle Lite, and Budweiser, has once again demonstrated its dedication to promoting responsible alcohol consumption through its Cheers to Moderation campaign. This nationwide initiative was launched simultaneously in cities such as Lagos, Abuja, Onitsha, Ilesa, Sagamu, and Port Harcourt.

The campaign, themed “Chop Life Like a Boss,” is part of the company's ongoing efforts to celebrate Global Beer Responsible Day (GBRD), an international event focused on encouraging moderation, smart drinking, and positive community impact. By emphasizing beer as a drink of moderation, the campaign highlights the company’s balanced product portfolio that includes both alcoholic and non-alcoholic beverages.

Engaging Consumers Across Multiple Locations

Over 30 bars and Points of Consumption (POCs) across the aforementioned cities participated in the campaign. Employees engaged directly with consumers, sharing practical tips for smart drinking and initiating conversations about responsible enjoyment. Key messages promoted during the campaign included:

• Eat food while drinking
• Sip smart
• Don’t drive after drinking
• Alternate between alcoholic and non-alcoholic beverages
• No underage drinking
• No binge drinking

These messages aimed to encourage moderation and create safer social experiences.

Leadership and Employee Involvement

The campaign was supported by senior leadership and driven by employees across various brewery and office locations. It encouraged Nigerians to celebrate responsibly and embrace moderation as a lifestyle, especially during social gatherings and festive occasions.

Carlos Coutiño, Managing Director of International Breweries Plc, emphasized that the campaign’s message reflects the company’s belief that moderation should be a lifestyle choice rather than a restriction. He stated, “Our message of moderation is about making informed lifestyle choices. We promote practical, smart-drinking tips to encourage responsible beer consumption while having fun. Chop Life Like a Boss speaks to enjoying oneself but remaining in control – like a boss.”

Broader Vision and Community Impact

Damian Igwe, Communications and Sustainability Manager at International Breweries PLC, highlighted the campaign’s alignment with the company’s broader vision of driving behavioral change through smart drinking advocacy and community engagement. “At International Breweries, we recognize that responsible consumption is central to sustainable growth. Our initiatives, ranging from retailer training to partnerships with regulators and Road Safety agencies, reflect our commitment to ensuring that every celebration is enjoyed responsibly. Promoting moderation is part of how we contribute to safer, healthier communities,” he said.

Long-Term Initiatives and Training Programs

Over the years, International Breweries has implemented several high-impact programs designed to deepen public understanding of moderation and foster responsible drinking habits. One such initiative is the Responsible Beverage Service (RBS) program, supported by the AB InBev Foundation. The program has trained over 20,000 stakeholders in the hospitality sector across Lagos and Rivers States, equipping bartenders and retailers to promote responsible service and discourage harmful practices like binge drinking and sales to minors or pregnant women.

The company has also partnered with the Federal Road Safety Corps (FRSC), the Beer Sectoral Group (BSG), and the National Union of Road Transport Workers (NURTW) to champion the Don’t Drink and Drive campaign. This initiative combines public education with community engagement to discourage drunk driving and promote safety on Nigeria’s roads.

Additionally, the Big & Bold Smart Drinking Campaign continues to reshape social norms around alcohol through market sensitization, consumer education, and advocacy, reaching many Nigerians each year. The campaign also raises awareness among expectant mothers about the importance of avoiding alcohol during pregnancy.

Empowering Retailers and Strengthening Communities

Through the Retailer Development Programme (GRIT), over 1,000 bar owners have been trained and empowered with both business and responsible service skills. This initiative boosts retail capability, supports livelihoods, and strengthens responsible trade practices across communities.

Leo Onwuegbuzie, Trade Marketing Manager at International Breweries PLC, described moderation as a value that defines how consumers can truly “chop life” responsibly. “Just as too much of anything—food, water, or work—can be harmful, excessive drinking has its downsides. Balance is key, and that’s what we advocate: have fun, but stay in control,” he said.

Global Commitment to Smart Drinking

As part of AB InBev’s global commitment to smart drinking, International Breweries has adopted the company’s pioneering voluntary guidance labeling initiative across its Nigerian portfolio. These labels carry clear messages on responsible consumption, legal drinking age, and health guidance such as avoiding alcohol during pregnancy, empowering consumers to make informed choices and reinforcing the company’s leadership in promoting moderation and a culture of smart drinking.

International Breweries Plc (IBPLC) is a proud part of Anheuser-Busch InBev (AB InBev), the world’s largest brewer with over 500 brands. As part of a global brand, International Breweries has a dream of bringing people together for a Future with More Cheers through the building of great brands that stand the test of time using the finest natural ingredients.