On Beer Promotion

Big companies and the abuse on girls
By Hastings Maloya

The time is 11.30pm and I am having my favourite Carlsberg Stout at a place called Green Bird – of course there are no green-coloured birds there – in Liwonde (Mangochi Turn Off). This was after a long day in the forests of Machinga and lengthy discussions with chiefs and local leaders. Twenty-three minutes later, when I was on my second cold one, a green minibus pulls by. Very intoxicated young people jumps out, makes a lot of unnecessary noise – maybe to attract attention of everyone present. The misguided youths, as I saw them, do not even have the sense to seek permission from the owners of the venue before doing whatever stupid thing they have brought.

Yes, they are on a promotion. They want your views whether you love the latest Kadansana which has been branded by a new name Elephant, or the sugary-heavy-and-not-interesting Gold or the beautiful-name-for-nothing Classic. They do not mind whether you are interested to partake or not but they need your attention. Here they are, taking out their belongings from the minibus, prizes, whatever-it-is and they are all over for a talk yes.

I thought I was comfortable to enjoy my Stout after having a beautiful supper of Nsima with local chicken at one of the local restaurants. Oh no! There comes a girl with all the minutiae looking for information. I am a journalist and a development worker – I said to myself and remembered that in most cases I also seek info… why should I not give it now when someone needs it? The interview has not yet finished – only realising that the girl was so drunk! Time now is 12.43 (am!)

Wow, I learnt in the course of the discussion that the girl is less than 20 years old – actually 19. So sozzled that in the prattle of the discussion she does not know what she is talking about.

“But why are you so drunk?” I ask
“Don’t you know that I am promoting a beer? Mutu wanu ukugwira?” she asks.
“How many bottles have you taken?” I asked. Didn’t want to show her that I am annoyed
“Ndauyamba mmamawa,” she says as reaches her bottle for a sip, “where do you leave? “She asks.
“I stay in Mulanje I am only here on duty”, I politely respond.
“Ah! Mulanje?” she shouts
“Yes, Mulanje” I said with a smile.
“Ah, we were there. Mulanje boarder, Chikumbe Motel, Mulanje Motel, View Motel, Chididi, Chris Corner, Blue Gum! Hahahahah! We did not sleep when we were in MJ… iii and ndinauchapa! Pa Small Ville was the place I liked most” – I was so interested the way the girl could know and describe Mulanje better than myself.

She told me of the bottle stores that she has been to. Its been Mulanje, Phalombe, Thyolo, Blantyre, Zomba, what what what……. I was so amazed. But then she really had info to her fingertips about the 40th celebration of Carlsberg birthday.

Ok, the promotion ran, competitions held and I only won an opener (a bottle opener).

See now, the girl rushes to get into a minibus – now on their way to Mangochi! I said oh! My God.

I was left there dumbfounded. What is Carlsberg up to? There I realised that on the trip, there were also journalists – taken to report on the promotion – yes promoting the promotion and reporting on the beers and beer drinking. I wondered if my fellow journalists noted the abuse on the girls.

But then I changed the feelings:

My thoughts:
1. I thought of the girls’ parents. How could they allow this small girl to go on a beer promotion trip. What do they expect out of her at the end of the day? Is it due to poverty? Kaya.
2. I thought of women and youth organisations – are they aware of these abuses?
3. I thought of us journalists. Shall we just jump on these promotions or we can also look at the other side of the same and write features for the sake of our nation?
4. Then I thought of Carlsberg and noted that it is one of the richest companies in Malawi. As it celebrates 40 years of existence why not offer scholarships to girls that seem have nothing to do after completing Form Four? Why not sponsoring those girls on a “BACK to SCHOOL promotion”?
5. Zoona Carlsberg celebrating 40 years by giving out ma T-shirt? Zipewa ndi ma opener? Braii stand? Asa! Bwanji osapanga re-launch Carlsberg Cup?
6. Or maybe we journalists, maybe we can advocate for a different promotion that will be nation-friendly. Yes we can put up a proposal – hoping Carlsberg has a listening ear.
7. Why can’t they use the 40 years of celebration to help in tree planting? We are in the tree planting season. They could again make Malawi a little greener with Green.