ZAMBIAN BREWERIES URGES RESPONSIBLE DRINKING

Zambian Breweries has signed an agreement with the Lusaka Province Liquor Traders Association (LPLTA) in its latest move to encourage responsible alcohol consumption.
The memorandum of understanding, which was witnessed by Lusaka City Council, was signed today (September 12) between Zambian Breweries Director of Corporate Affairs Ezekiel Sekele and Liquor Traders Association president David Nseluka.
The two organisations are collaborating in an effort to enhance the knowledge, attitudes, and values of the alcohol industry by educating the public and retail traders in developing responsible behavior in relation to the sale and consumption of alcohol and in combating illegal trading and underage drinking.
According to the terms of the agreement, which will run from August 31, 2016 to September 1, 2017, SABMiller Zambia will provide the Liquor Association with technical expertise, capacity building initiatives, and financial support.
Speaking after the signing ceremony, which was held at Lusaka’s Southern Sun Hotel, Mr Sekele said: “We want to support Government and community efforts in curbing irresponsible sale and consumption of alcoholic beverage and curb underage drinking.  Our country has a youthful population and of which 50% is composed of less than 18 years old and with slightly over 80% of the total population being below the age of 34 years. We therefore encourage and support the establishment and enforcement of clear standards aimed at enhancing compliance for the legal sale and distribution of beer retail in the on- and off-trade.”
“Collaborating with key organisations such as the Lusaka Province Liquor Traders Association helps us achieve this objective more effectively,” he added.
Mr Nseluka said: “The members of the Lusaka Province Liquor Traders Association are at the sharp end of the alcohol business in our capital city. It is our members who are in direct contact with the consumers and we therefore occupy an important role in the fight against alcohol abuse such as under-age drinking, drinking in pregnancy and so on. The signing of the MOU will also help us to meet part of our costs as we work with the Lusaka City Council in educating the traders and the public about the laws and rules of the alcohol trade.”
In promoting responsible alcohol consumption among consumers, SABMiller Zambia has also partnered with the Road Traffic and Safety Agency and the National Road Safety Foundation, in the enforcement of existing legislation on drinking and driving.