Accra Brewery PLC (ABL), a key player in the beverage industry and part of the renowned ABInBev family, has recently launched a compelling initiative known as the ENJOY LIKE A BOSS smart-drinking campaign. This strategic move aims to promote responsible and intelligent drinking habits, particularly during the festive season.
Being the oldest brewery in Ghana, ABL holds a distinctive position in fostering a culture of smart drinking within the country. It recognizes the importance of raising awareness and making a tangible impact on the communities it serves. To effectively communicate the reasons behind and the methods of consuming alcohol within reasonable limits, ABL introduced the ENJOY LIKE A BOSS campaign. This initiative adopts a demonstrative approach to educate consumers, particularly motorists, on the principles of smart drinking.
The ENJOY LIKE A BOSS campaign has been actively running from January to November 2023, with plans to continue until the year's end. One of the campaign's highlights occurred at the Neoplan station in Accra, where a targeted audience of drivers received insightful lessons on smart drinking and other crucial road safety tips.
Solomon Ayiah, the Country Lead for Legal and Corporate Affairs at ABL, expressed the brewery's commitment to ensuring every interaction with beer is a positive one. He emphasized the transformative power of brands in driving positive impact and sustained behavioral change. Ayiah stated, "Through our ENJOY LIKE A BOSS events, we will educate, inspire, and motivate our consumers to be champions of moderation, to drink responsibly and smartly, and to know their limits."
In a collaborative effort, the campaign received support from the National Road Safety Commission. The partnership facilitated the sharing of essential road safety tips and the provision of educational sessions for drivers to enhance their understanding of safe driving practices.
As ABL continues to lead the way in promoting responsible drinking, the ENJOY LIKE A BOSS campaign serves as a testament to the brewery's dedication to making a meaningful difference in the lives of its consumers and the broader community. Through education, inspiration, and collaboration, ABL is actively shaping a culture of moderation and responsibility in alcohol consumption.