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Kundai Marunya
As one exits Chirodzo Primary School gate in Mbare, along Simon Mazorodze, a road that links Harare’s CBD with its southern suburbs, also a gateway to the southern parts of the country, one is greeted by a large billboard.

Visible even from the school grounds is a ginormous site of a green bottle, capped with a golden crown. On the outside the bottle drips watery fluids (what many drinkers call kudikitira) an indicator of coldness that leaves one swallowing their saliva especially in this scorching summer heat.

Next to it is a glass filled with golden liquid, and an enticing white foam. Inscriptions, “crafted for legends” sums up the temptation of what has been displayed to grab attention of would-be buyers.

One cannot say whether this is the employment of a catch-them-young phenomenon, subconsciously grooming another generation of drinkers that when they grow up, their hearts would had already been captured through years of similar visions. After all, a good business person invests in the future.

Or is it coincidence that the billboard is erected so close to a school, after all its visibility also captures thousands that uses the highway each day.

Whatever the case, Tungamirai Zimonte, local co-ordinator for a regional body, Southern Africa Alcohol Policy Alliance (SAAPA), finds no excuse in having alcohol brands advertising close to schools or in spaces where minors hang around.

He argues that having a billboard like that will have the next generation grow up thinking to be a legend they have to drink beer, especially the advertised brands.

Over the years, several brands have advertised willy-nilly, not even considering the negative effects of advertising close to schools. Some bear inscriptions like “champion men drink champion beer” while others are synonymous with greatness and mightiness.

As they scramble to pick up the biggest market share, advertisers have been known to sneak in unorthodox means to make sure their brands amass visibility.

It then becomes alarming when the unconventional means become norm, something that is now synonymous with big alcohol brands, not only in Zimbabwe but internationally.

“It’s now normal to see big entertainment events including sport being sponsored by big alcohol companies. While these events need corporate backing, people fail to see the negative effects that come with that sponsorship,” said Zimonte.

Soccer, one of the biggest sports attracting millions locally and billions globally has the alcohol industry as its major sponsor. In Zimbabwe, the league and the biggest cup, are both sponsored by alcoholic brands.

In return the brands get to advertise at sporting events. They even go on to pay for advertising on televised matches.

Among the billions of fans that watch sports whether live or on television, are many children, most of whom idolise sporting icons.

“When children see their idols advertising alcohol, more often than not it sends the message that to be a star you have to drink alcohol,” said Zimonti.

“Alcohol related accidents cost us unavailable finances, superseding the money coming from the industry through taxes. After an accident the traffic cops are required to visit the scene, ambulances, hospitals and courts are involved, so it’s cheaper to prevent than cure,” said Vongai Nyahuye of Youth against Alcoholism and Drug Dependence (YADD).