Accra Brewery PLC (ABL), part of ABInBev, has launched the “Enjoy Like a Boss” smart-drinking campaign to promote responsible and smart drinking behaviours, especially during the festive season.

As the oldest brewery in Ghana, ABL has a unique role to play in championing a culture of smart drinking in the country, raising awareness, and driving real impact for the communities in which it operates.

To help consumers understand why and how alcohol should be consumed within limits, ABL launched the “Enjoy Like a Boss” campaign, which takes a demonstrative approach to smart-drinking education for motorists.

ABL’s “Enjoy Like a Boss” campaign has been executed from January to November 2023 and will run till the end of the year. The campaign got to its peak at the Neoplan station in Accra, where drivers were taken through smart drinking and other road safety tips.

Solomon Ayiah, Country Lead, Legal and Corporate Affair at ABL, said, “We want every experience with beer to be a positive one, and we believe in the power of brands to drive positive impact and sustained behaviour change. Through our “Enjoy Like a Boss” events, we will educate, inspire, and motivate our consumers to be champions of moderation, to drink responsibly and smartly, and to know their limits.”

The campaign was supported by the National Road Safety Commission, and the team shared road safety tips and educated drivers on safe driving.