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At the unveiling of the campaign, Apass premiered a new song titled "Drink Easy Easy," a powerful anthem advocating for responsible drinking. The song’s lyrics remind listeners of the importance of moderation, urging them to drink responsibly and always keep in mind that tomorrow is another day.
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Apass Bagonza
Championing Responsible Drinking
Apass expressed his excitement about being part of the campaign, noting that it aligns perfectly with his personal values and social responsibility as an artist.
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“I feel like artists have a social responsibility, and it’s important to let people know that it's good to take it easy on the drinks,” Apass said during the launch. He added that his involvement in the campaign is a continuation of the message he has always championed, as seen in his earlier work, like the song "Cupa ku Cupa." “
This ‘Drink Easy Easy’ campaign takes it to another level. I am very happy to be part of this project. I respect what Nile Breweries is doing because not many companies are able to do something like this,” he concluded.
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Emmanuel Njuki, Head of Legal and Corporate Affairs
Addressing the Scourge of Illicit Alcohol
The campaign’s focus on illicit alcohol consumption stems from a disturbing reality: 65% of all alcohol consumed in Uganda is illicit, according to the Euro-monitor Illicit Alcohol Trade Report 2021. This unregulated alcohol is produced outside the framework of approved regulatory standards, making it particularly dangerous to consumers.
Adu Rando, the Managing Director of Nile Breweries, highlighted this issue, stressing that meaningful change in drinking habits can only be achieved by addressing the problem of illicit alcohol consumption.
“All efforts by stakeholders towards SMART drinking are very much appreciated. But crucially, they should be focused on the problem of illicit alcohol consumption if we are to realize a significant shift of the needle in the right direction,” Rando explained.
He emphasized that while the Alcoholic Drinks Control Bill 2023 correctly identifies the problem of alcohol consumption in Uganda, it falls short of effectively tackling the root issue of illicit alcohol. “It is a case of a right diagnosis but wrong treatment,” he added.
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Adu Rando, MD Nile Breweries
Promoting Safe Drinking Habits
In his remarks, Emmanuel Njuki, NBL’s Head of Legal and Corporate Affairs, echoed the importance of responsible drinking. “As a responsible producer of alcohol, we invite our consumers to be responsible for the consumption of alcohol. We are aware that alcohol can be abused, and if taken irresponsibly, it can actually hurt the consumer,” Njuki stated.
Njuki also outlined practical tips for safe drinking, advising consumers to eat before drinking, pace their drinks, and ensure they have safe transportation home. He strongly discouraged drinking and driving and reminded pregnant women to abstain from alcohol entirely. “There is no reason to chug your beer,” he said, underscoring the campaign’s message of moderation.
A Continuous Commitment
Nile Breweries has been committed to promoting responsible drinking for years, and this campaign builds on that ongoing conversation. Rando reaffirmed that NBL is not interested in profiting from harmful consumption and emphasized the company’s dedication to supporting the government and society in ensuring safe drinking practices. “We are happy to partner once again with Apass. The work he has done with us is fantastic. In him, we have a key engaging element that can reach as many consumers as possible to show them that they can have a good time in a healthy manner,” Rando concluded.