Beyond the fun: Why responsible alcohol consumption is key

The Ugandan culture is deeply rooted in celebrations, with alcohol playing a central role in many festivities and social events.

Whether it is homemade fermented enturire, malwa, kwete, or modern beers and spirits, alcohol is used in many cultural, religious, and social practices across the country.

According to the 2022 report by Uganda Alcohol Policy Alliance (UAPA), the per capita alcohol consumption in the country has reduced to 9.41 liters from 13.3 liters in 2010. While there are still growing concerns about alcohol consumption levels in the country, Uganda Breweries believes the response must go beyond alarm and focus on action.

That is why we are investing in long-term initiatives that encourage moderation, educate the public, and advocate for responsible drinking behaviour. Every year, we roll out awareness campaigns emphasizing the dangers of underage drinking, overconsumption, and drink-driving while working hand in hand with the government, communities, media, and influencers to create change.

We lead by example, too. At events such as last year’s Nyege Nyege Music Festival, we distributed more than 13,400 bottles of water and engaged directly with festival attendees through activations on alcohol moderation and health. Our approach is proactive, people- centered, and tied to the belief that moderation can go hand in hand with enjoyment.

Championing responsible drinking requires a ‘whole-of- society’ approach. Everybody has a role to play, whether you are a host, a guest, a bar owner, a transport provider, a friend, or simply an onlooker. We owe each other the collective duty of ensuring that we don’t serve alcohol to minors or send them to buy it, pacing alcohol intake with water or non-alcoholic beverages, tracking alcohol intake, and avoiding games that encourage binge drinking.

Most importantly, never drink and drive. Always plan a safe way home by using an alternative mode of transportation or designate a sober driver. In April, we launched the Eyo Red Card campaign, a nationwide initiative using the universal language of sports to encourage a culture of safety and reflection.

The red card signals a moment to pause, think, and make safer choices, especially around drinking and driving. It asks all of us: What is the cost of one more drink? Who will face the consequences of one careless decision? And most importantly, what can each of us do to make sure that joy doesn’t turn into tragedy?

UBL is also a proud member of the Alcohol Industry Association of Uganda, through which we advocate for the elimination of illicit alcohol, which often contains dangerous, unregulated substances. Responsible drinking is not a personal choice; it is a social contract.

When someone drinks excessively and gets behind the wheel, it is not just their life at risk. When alcohol fuels violence or addiction, it becomes a public issue.

Through promoting the culture of shared responsibility, we are challenging ourselves to be our brothers and sisters’ keepers, and to understand that fun doesn’t have to come at the cost of a life.

The writer is the corporate relations director at Uganda Breweries