Programmes & Initiatives

As well as promoting our brands, we use our marketing expertise to present information about alcohol beverages and to encourage responsible drinking. Such promotional activities build our relationships with consumers, government and other stakeholders and promote behaviour, which contributes to the sustainability of our business.

During the Christmas holiday period we ran a radio campaign against drink driving. With versions in English and Pidgin English, the jingle was aired on five stations in Lagos, Abuja, Umuahia and Benin for a three-week period. The message of the commercials was reinforced by a full-page advertisement in major newspaper, pushing the budget for the campaign to N2 million.

We recently worked with the Federal Road Safety Commission to organise a rally for road users to celebrate the United Nations Road Safety week. It is our intention to measure the impact of such campaigns in future and ensure that our efforts make a practical contribution to changing attitudes to irresponsible drinking and the behaviour that results.

It is clear that alcohol is not the only factor contributing to Nigeria’s road safety record. Poor road surfaces and signs, inadequate vehicle maintenance and driver error also play a role. By working with experts in these areas, our aim is to encourage improvements in all contributing factors in order to bring about real improvements in road safety.

Employee Alcohol Policy

As our ambassadors, we require our employees to demonstrate a responsible attitude to drinking both in and out of the workplace. Our employee alcohol policy sets out the standards of behaviour we expect. At Christmas employees received an email reminder of the importance of observing the policy and this was backed up with posters, coasters and leaflets in our offices that reinforced the theme of enjoying the holiday season responsibly.

Bar Tender Training

Those who serve alcohol in bars can often influence the way in which it is consumed and we have developed a bartender-training programme that helps to put this influence to good use. Our programme, which began in 2003, consists of a one-day coaching course for bartenders and bar managers in 12 cities. To date, 1585 bartenders have received certificates on completing the programme.

Course students learn how to store, serve and merchandise our brands. A segment of the day is devoted to responsible serving techniques – how to assess someone’s age and refuse alcohol to underage customers; how to do the same with customers who have had too much, encouraging customers to drink water or eat between servings of their favourite brands, and arranging transport home or suggesting that groups of friends designate a driver who will then not drink.