The Brewers Association of Myanmar today launched the nation’s first ever responsible drinking campaign to help consumers better understand the importance of responsible consumption.

Dubbed “The Upside Down Effect,” the campaign encourages people to consider how their personality or actions can be affected when they drink beyond their limits.

Though there is a dearth of reliable statistics on alcohol-related problems in Myanmar, access to cheap and bad quality alcohol is prevalent and education on the dangers of drinking is low.

The coming Thingyan usually brings hundreds of deaths across the country, many involving alcohol-fuelled fights and alcohol poisoning.

“The goal is to reach people with an engaging message via social media and start conversations on this very important topic,” said a brewers association spokesperson.

The spokesperson said moderate beer consumption can be “part of a balanced lifestyle” but everyone “has a responsibility to know their own limits.” The association comprises HEINEKEN Myanmar, Myanmar Brewery and Carlsberg Myanmar.

Supporting the campaign are Myanmar celebrities Kyaw Kyaw Bo, Sofia Everest, Phyo Pyae Sone and Kyaw Htet Aung. A Facebook app for over-18 year olds will also launch to allow people to share their messages of support with their friends.

Singer Sophia Everest said, “In particular I like that this campaign shares the message of responsible drinking in a positive and fun way which I hope my fans will support.”

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