Kigali, June 19th, 2025, BRALIRWA Plc, part of the HEINEKEN Company has taken significant steps over the past years to champion responsible alcohol consumption through several initiatives that advocate for moderation. Additionally, the company has partnered with the Rwanda National Police (RNP) to enhance road safety awareness. As Rwanda's leading brewery, the company aims to lead the debate on responsible drinking. In 2022, it expanded consumer options by launching Heineken 0.0, alongside various initiatives under the ‘Don’t Drink and Drive’ campaign, aimed at promoting safer consumption behavior. The ‘Don’t Drink and Drive’ campaign is one of the several initiatives that promote road safety by sensitizing the public about the dangers of driving under the influence of alcohol as well as encouraging consumers to make safer choices, such as choosing a designated driver or opting for non-alcoholic alternatives such as Heineken 0.0. This campaign entails multimedia messaging through national television, radios, billboards and social media platforms—that advises the public to refrain from drinking and driving, aligning with the RNP’s ‘Gerayo Amahoro’ road safety campaign. “Campaigns and initiatives affiliated to ‘Gerayo Amahoro’ play a crucial role in reminding citizens that every decision behind the wheel has consequences. Our collaboration with other relevant public and private institutions is a powerful set in advancing national safety and public well-being,” said RNP spokesperson, ACP Boniface Rutikanga. BRALIRWA has held joint public events aimed at enhancing road safety in collaboration with RNP as well as annual internal dialogues with its staff to encourage them to be ambassadors of the ‘Don’t Drive and Drive’ campaign initiatives. Other internal campaign activities include regular training, online courses, awareness posters within the brewery, and leadership engagement sessions encouraging employees to lead by example, both at work and in their personal lives. The Company also actively engages its distributors, partners, and other stakeholders in promoting responsible consumption through dialogue and regular bulk messages. According to BRALIRWA’s Managing Director, the efforts help to reinforce the company's shared commitment to the well-being of the community and sustainability through tackling harmful consumption. As a responsible Company, we are dedicated to ensuring that our beverages are enjoyed responsibly. We work closely with all stakeholders to promote a culture in which moderation is valued, and safety is prioritized. When our consumers drink responsibly, we all share in the joy of true togetherness,” said BRALIRWA’s Managing Director, Ms. Ethel Emma-Uche.
