In March 2025, Guinness Ghana Breweries PLC (GGB PLC) introduced “Control Be Sense,” a dynamic campaign highlighting the power of mindful drinking across the country.

The launch brought together consumers, influencers, and industry leaders for an immersive experience that underscored how moderation can enhance life’s festivities without dampening the spirit of celebration.

The celebration unfolded at select venues across Accra, where attendees embraced the core philosophy of “Control Be Sense”: drinking better, not more. As brand ambassadors walked participants through practical tips and demonstrations, the excitement in the air was palpable. It was clear to many that moderation enhanced the festivities rather than detracted from them.

One young Ghanaian influencer, initially skeptical about responsible drinking, admitted that “Sip. Savor. Stop.” had unexpectedly transformed her approach to a night out — reminding her that balance can be both stylish and deeply fulfilling.



Meanwhile, community leaders commended Guinness Ghana for investing in a campaign that resonates so profoundly with local values. “People here love to celebrate,” one noted, “and ‘Control Be Sense’ shows us how to do it in a healthier, more fulfilling way.”

This sentiment was echoed by Guinness Ghana’s Head of Marketing, who emphasized that the company’s ambition has always been to inspire. Through ‘Control Be Sense,’ she explained, it’s possible to empower consumers with tangible ways to practice moderation, making it not just acceptable but aspirational—and even exciting.



Backed by Guinness Ghana’s ambition to reach one billion people with moderation messages by 2030, the “Control Be Sense” launch exemplifies what a mindful drinking culture can look like when communities unite.

The Managing Director of GGB PLC remarked on how the success of the launch reaffirms that “with the right guidance, people naturally lean toward a balanced approach, ensuring that every toast contributes to a lifetime of memorable, responsible moments.”

This campaign is not a standalone initiative. Instead, it represents a steppingstone in Guinness Ghana’s larger Spirit of Progress agenda, aimed at shaping a healthier, more inclusive, and forward-looking society. By igniting a culture of mindful enjoyment now, Guinness Ghana is laying the groundwork for a future in which celebrations remain heartfelt and meaningful for all the right reasons.



Guinness Ghana invites everyone—whether they attended the launch or not—to continue engaging with the “Control Be Sense” movement. Social media has been abuzz with personal testimonials about the meaning of “Sip. Savor. Stop.” in day-to-day life, and the company promises even more activations and success stories in the coming months.

By choosing quality over quantity, consumers can become catalysts for a new era of positive enjoyment—ensuring that each occasion is every bit as memorable as it is responsible.