International Breweries reaffirms commitment to responsible consumption across Nigeria

International Breweries Plc part of AB InBev, has reaffirmed its commitment to promoting responsible alcohol consumption through its Cheers to Moderation campaign, an extensive awareness initiative held simultaneously across Lagos, Abuja, Onitsha, Ilesa, Sagamu, and Port Harcourt.

The nationwide drive, Cheers to Moderation, themed “Chop Life Like a Boss,” builds on International Breweries’ celebration of Global Beer Responsible Day (GBRD), a global moment dedicated to promoting moderation, smart drinking, and community impact. The initiative reinforces beer as the drink of moderation and showcasing International Breweries’ balanced portfolio, which also includes non-alcoholic beverages. .

Managing Director of International Breweries Plc, Carlos Coutiño, said in a statement that the campaign’s message underscores the company’s belief that moderation should be a lifestyle choice rather than a perceived restriction. “Our message of moderation is about making informed lifestyle choices. We promote practical, smart-drinking tips to encourage responsible beer consumption while having fun. Chop Life Like a Boss speaks to enjoying oneself but remaining in control – like a boss,” he said.

Communications and Sustainability Manager, International Breweries PLC, Damian Igwe, noted that the campaign aligns with International Breweries’ broader vision of driving behavioural change through smart drinking advocacy and community engagement. “At International Breweries, we recognise that responsible consumption is central to sustainable growth. Our initiatives, ranging from retailer training to partnerships with regulators and Road Safety agencies, reflect our commitment to ensuring that every celebration is enjoyed responsibly. Promoting moderation is part of how we contribute to safer, healthier communities,” he said.

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