SERENGETI BREWERIES ‘AGAINST UNDERAGE DRINKING’ CAMPAIGN NOW IN KILIMANJARO

Moshi, 23rd February 2024 – Secondary school students have been encouraged to abstain from underage drinking to guarantee their time at school and protecting their health. This significant campaign was launched at Msasani Secondary school in the ongoing battle against underage drinking through SMASHED program under Serengeti Breweries Limited. The program leverages the power of theater performance to address the pervasive issue of underage alcohol consumption and its detrimental effects on youth.

The launch event, graced by the Moshi District Commissioner Hon. Kisare Magori who represented Kilimanjaro Regional Commissioner, Hon. Nurdin Babu, underscored the collective commitment to safeguarding the well-being and future of Tanzanian young generation. He said, ‘it is encouraging to see a beer company advocating against underage drinking, SBL are setting an excellent example in the country’. He continued, ‘it is my hope that we can learn and collaborate to protect our future generations against underage drinking.’

Tanzania is among African countries with early age initiation to alcohol consumption. A study conducted in 2019 in Mwanza and Kilimanjaro regions found the prevalence of alcohol consumption among secondary school students aged 15 and above ranging from 12.9% among girls in Mwanza to 63.9% among boys in Kilimanjaro. The prevalence of alcohol use among students aged 13–15 in Dar es Salaam was 5.6%.

Speaking at the launch of the program in Msasani secondary school in Moshi, SBL Managing Director Obinna Anyalebechi said, “SBL is delighted to support the adoption of the SMASHED underage drinking program as it strengthens activities to ensure that our products are not sold to or consumed by persons under the age of eighteen years.”

“The program involves delivery of key learnings on negative effects of underage drinking to both the youth and community. The program combines use of drama presentations and students’ engagement in a motivational learning environment to equipping them with facts, skills, and confidence to make responsible choices and develop responsible attitudes in health-related matters,” said Obinna Anyalebechi SBL’s Managing Director.

SBL pioneered the program two years ago educating underage students in Dar es Salaam and Tanga regions during which the brewer has reached over 20,000 students in the two regions.

About SBL:

Incorporated in 1988 as Associated Breweries, SBL is the second-largest beer company in Tanzania, with its beer brands accounting for over 25% of the market by volume.
SBL has three operating plants in Dar es Salaam, Mwanza, and Moshi.

Since the creation of SBL in 2002, the business has grown its portfolio of brands year after year. The majority stake acquisition by EABL/Diageo in 2010 has seen increased investment in international quality standards leading to greater job opportunities for the people of Tanzania.

SBL Brands have been receiving multiple international awards and include Serengeti Premium Lager, Serengeti Lite, Pilsner Lager, Guinness stout, and Guinness smooth. The company is also home to the world's renowned spirits such as Johnnie Walker Whisky, Smirnoff Vodka, Gordon's Gin, Captain Morgan Rum, Baileys Irish Cream, and locally produced brands such as Bongo Don – SBL’s maiden local spirit brand and Smirnoff orange.

For further information contact;

Rispa Hatibu
SBL Communications and Sustainability Manager
Tel: 0685 260 901
Email: Rispa.Hatibu@diageo.com