As Kenyans prepare for yet another long weekend marked by social gatherings and celebrations, East African Breweries Limited (EABL) is ramping up its responsible drinking campaign even as consumers take advantage of promotional alcohol offers across the country.
One of the standout offers this weekend is the discounted price of Gilbey’s 750ml bottle retailing at KSh 999, a saving of KSh 550. The promotion is available through EABL’s e-commerce platform, ke.thebar.com, as well as supermarkets, retail outlets, and entertainment spots nationwide.
While promotional discounts are often viewed as strategies aimed at increasing alcohol sales volumes, EABL says responsible drinking remains central to its business model and long-term sustainability goals.
Alcohol manufacturers are legally required to inform consumers about the risks associated with excessive drinking, which explains the warning labels commonly displayed on alcoholic beverages stating that excessive alcohol consumption is harmful to health.
Some of the known side effects linked to alcohol overconsumption include impaired judgement, blurred vision, and slurred speech. These risks have led to strict regulations governing alcohol sales, including age restrictions, advertising controls, licensing requirements, public safety laws, and taxation.
Beyond regulatory compliance, industry players say promoting moderation also makes strategic business sense.
According to EABL, overconsumption not only exposes consumers to health risks but also contributes to social harm associated with impaired decision-making. Encouraging responsible drinking helps protect the long-term viability of the market while preserving consumer trust.
The company notes that maintaining a positive public image has become increasingly important in the digital era where negative publicity can quickly damage brand reputation through social media exposure.
EABL further argues that moderate consumers tend to form a more sustainable customer base because they make more thoughtful and consistent purchases, often opting for premium products and maintaining long-term brand loyalty.
Through its “Drink Better, Not More” campaign, the brewer is seeking to shift consumer behaviour from quantity-driven consumption to more mindful and quality-focused drinking experiences.
The campaign also forms part of the company’s broader corporate social responsibility efforts aimed at acknowledging the dangers of alcohol abuse while promoting healthier social habits.
As Kenyans head into the holiday weekend, consumers are being encouraged to observe responsible drinking practices, including pacing alcoholic drinks, alternating alcohol with water or non-alcoholic beverages, and avoiding drinking on an empty stomach.
Health experts say consuming food rich in proteins, fats, and complex carbohydrates before drinking can help slow alcohol absorption and reduce some of the negative effects associated with excessive alcohol intake.