Over 1 million alcohol consumers targeted in campaign against illicit drinks
At least one million alcohol consumers are targeted in a campaign to discourage Kenyans from drinking illicit brews over the Christmas festivities.
The campaign which is a joint effort between East African Breweries Ltd (EABL) and the Kenya government aims to counter the consumption of unhealthy alcoholic beverages, particularly during the merrymaking season.
Speaking during the launch of the exercise in Ruiru, Kiambu County head of Emerging Business Waithaka James said the drive is meant to popularise Senator Keg which was introduced in the market 21 years ago in order to fight the sale and consumption of lethal drinks which often claim lives.
He explained that the promotion dubbed ‘Tuzidi Kuinuana’ is targeting at least 1 million people across the country who have been identified as consumers of keg beer.
“We are focusing on recruiting people from consuming illicit brews and as we get to the festive season, we want them to take brands that we can guarantee quality at affordable prices,” said Waithaka.
He added that Kenyans are also being asked to embrace responsible drinking and that the campaign will involve bar owners so that they avoid stocking illicit and harmful products.
Head of Mainstream and Value beer, KBL, Christine Kariuki said the introduction of keg beer in the country in 2004 has offered consumers an affordable, safe and quality product in the wake of rising sale of dangerous products.
“The introduction of Senator keg beer was a partnership between the company and the government seeking to create a safe, affordable and reliable alternative to the illicit brews which were of harm and even resulted to deaths,” Kariuki.
She added that Sh33million has been set aside for the promotion in which consumers will have a chance to win cash prizes among other goodies.
KBL Commercial Director Yvonne Mwangi said the company is advocating for responsible and safe consumption of alcohol during the festivities when many revelers are known to over indulge.
Consumers welcomed the campaign saying the cheaper alternative of keg beer will ensure they remain healthy and productive.
