With a major rise in the number of drink-and-drive cases, sensitisation on effects of alcohol abuse is the need of the hour. Being one of the leading AlcoBev companies in India, UBL has given utmost importance to ensure responsible consumption of alcohol. Truck drivers are the most critical, forming the human backbone of this chain and highly vulnerable to drunken driving. UBL launched a “Responsible Consumption of Alcohol” programme in 2017 to reach out to the truck drivers in UBL’s supply chain. This year UBL covered 13 units, 8 states and 1,890 truckers. These training programmes saw participation from brewery team members, government officials from the excise, traffic departments, etc. in addition to the truck drivers.