MMB advocates for responsible drinking

Mohalenyane Phakela

MALUTI Mountain Brewery (MMB) advocates for responsible drinking by ensuring that its customers, beer outlets, abide by the MMB’s code of conduct which is in line with the country’s laws.

This was said by the MMB’s national sales manager, Pusetso Twala, on the side lines of a responsible drinking promotion tour around Maseru on Friday.

MMB partnered with the Lesotho Liquor and Restaurant Owners Association (LLROA) for the campaign in celebration of Global Beer Responsible Day (GBRD). GBRD is worldwide effort to promote the responsible consumption of beer and is held under the tagline Global Smart Drinking Goals.

A team which toured the bars in Maseru asked bartenders questions to test whether or not they abide by the MMB’s code which forbids the selling of alcohol to persons under the age of 18, pregnant women or people who are visibly too drunk.

MMB head of legal and corporate affairs, Thabang Tlalajoe, told the Sunday Express that their focus is to reinforce the brewer’s commitment of driving responsible enjoyment of its products which includes Maluti Premium Lager, Flying Fish, Castle lager, Carling Black Label and Hansa Pilsner.

“Our Global Smart Drinking Goals are focused on shifting social norms, consumer behaviours and our own business practices to make a tangible contribution to the reduction of harmful use of alcohol globally,” Mr Tlalajoe said.

“The MMB team and LLROA today visited selected stores around town to monitor compliance with responsible use of alcohol codes of practice to ensure that our products are enjoyed responsibly.

“The MMB code has to be displayed on each bar’s wall together with the traders license at all times. We do not just visit the beer outlets during the Global Beer Responsible Day but do so randomly and we interview the bartenders and not the owners because they are the ones who deal with consumers on daily basis.”

Mr Tlalajoe said to demonstrate their commitment to the cause of responsible drinking, they also enforce the code on their staff.

He also said that MMB partners with the police and the Road Fund for a campaign during graduation times of tertiary schools where the brewer supplies breathalysers, reflectors and cones which will be used at road blocks to check whether or not drivers are under the influence of alcohol.

“MMB’s code of practice has been designed in line with the law and we make it our responsibility to ensure that our clients abide by it.

“Our promotions are also in line with the alcohol policy in that we never host promotions that advocate for irresponsible drinking. Our deliveries are also done early so that the clients would not be forced to open beyond the operating hours because they get their stocks late.

“We cordially engage clients who breach the code of practice to ensure that they abide but when they continue failing we stop supplying them and report to the ministry of tourism which is responsible for awarding licenses,” he said.

For his part, LLROA spokesperson, Remaketse Sekhatea, said that the campaign helps keep their businesses reputable and avoid crime.

“Selling alcohol to the wrong people or operating beyond set time such as till very late often opens a window for crime.

“These campaigns remind our members to keep in line with the law thus overcoming challenges and in turn growing our businesses.

“We also make it our responsibility to ensure that our members do not cross the line but if there is a business operating out of licence or without one, we quickly report it to the authorities including the police,” Sekhatea said.