KENYA – Kenya Breweries Limited (KBL) in partnership with various business partners and key stakeholders, has commenced a countrywide mass education to consumers on the effects of illicit beer on their social, economic, and health progression.

KBL Managing Director Mark Ocitti unveiled a Sh97 million (U.S$ 720218) campaign dubbed ‘Jipe Form Na Senator Ushinde’ to reward consumers as well as drive its sustainability agenda.

“Through initiatives such as these, we are scaling up our commitment to promoting social sustainability and economic empowerment of our communities.

“We are proud of the impact that our previous campaigns have had on communities, and we are committed to making a positive difference in people’s lives through this campaign and future ones,” said Ocitti.

The awareness campaign comes at a time when there have been concerns and the launch of a fight over illicit brews in the country.

Deputy President Rigathi Gachagua declared that nobody would be spared in the war against illicit alcohol and drug abuse.

“The illicit brews have demolished the family structure. It is evident. For instance, the number of children joining early childhood education has declined.

“We shall not rest until we decisively deal with alcohol and substance abuse to save our youth, to save our family, and bring back our dignity. We can’t let this continue further. That is why the candid discussion today is key towards a lasting solution,” said the DP earlier.

The statistics given to President William Ruto by Nacada show the Central region is the most affected. Gachagua said, adding that the country has a multi-sectoral convention and will come up with resolutions.

Gachagua said the high level of alcohol consumption and drug abuse has made youths no longer productive and if the state cannot act fast, it will lose a generation.

The Ministry of Interior and National Administration has included Illicit brews as serious threats to Kenya’s stability.

The crackdown ordered by Interior Cabinet Secretary Kithure Kindiki saw a record 1.7 million liters of unregulated brews destroyed.

To join in the fight against illicit brew, Members of County Assemblies from the Central Kenya region have formed a 20-member committee to lead in the formulation of stringent laws to regulate the sale of alcohol in the region.

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