Dar es Salaam, Tanzania, 17 December 2025: As Tanzania enters the festive season, when travel increases and celebrations stretch late into the night, Serengeti Breweries Limited (SBL) and Bolt have announced a strategic partnership aimed at encouraging safer choices after celebrations and reducing the risks associated with drunk driving.
The partnership, launched in Dar es Salaam, brings together SBL’s responsible drinking programme Wrong Side of the Road (WSOTR) and Bolt’s ride-hailing services to make safe transport more accessible and safe during the busiest time on the roads. Running throughout the festive season, the initiative seeks to ensure that Tanzanians can enjoy celebrations while still getting home safely.
December is traditionally one of the most active months on Tanzania’s roads, marked by increased travel, social gatherings, and alcohol consumption. This combination often leads to a rise in road accidents linked to drink-and-drive. Through this collaboration, SBL and Bolt aim to address this challenge by turning responsible behaviour into a practical and rewarding choice.
The partnership forms part of SBL’s ongoing Wrong Side of the Road initiative, which was introduced in 2023 under the ‘Inawezekana campaign,’ refined in 2024 as ‘Inawezekana kuwa mtu makini,’ and now continues in 2025 under the theme Inawezekana Kabisa, Sherehe Salama, Nyumbani Salama. The campaign focuses on reducing alcohol-related road incidents and promoting responsible decision-making, particularly during high-risk periods such as the festive season.
Through the initiative, individuals who complete the Wrong Side of the Road educational video and upload their certificate will receive a Sherehe Code, which gives them 30 percent off Bolt rides throughout the festive period. In addition, each eligible ride offers users a chance to be randomly selected for a Special Bolt, a limited, custom-branded ride designed to deliver a unique festive experience while prioritising safety.
By encouraging people to leave their cars behind and choose reliable transport after drinking, the campaign addresses one of the most common festive season risks and removes barriers that often lead to unsafe decisions.
Speaking during the announcement, Senior Communication and Sustainability Manager Rispa Hatibu, said the partnership reflects SBL’s responsibility to the communities it serves.
“December is a major season of celebration in Tanzania, and as SBL, we are proud to be part of those moments. However, no celebration should end in tragedy. Through this partnership with Bolt, we want to encourage people to enjoy the festive season responsibly and make safe decisions about how they get home.”
Senior General Manager for Tanzania, Kenya & Uganda at Bolt Dimmy Kanyankole said the collaboration focuses on making safe transport easier during peak festive movement.
“The festive season is one of the busiest times of the year, with people moving more, staying out later, and making spontaneous plans. Our goal is to remove barriers to safe transport by making it simple, affordable, and accessible when it matters most.”
The campaign will run throughout the festive season, with initial activities focused on major entertainment and nightlife areas in Dar es Salaam, before expanding to other regions across the country.
SBL and Bolt emphasise that the message of the campaign is simple: Tanzanians do not have to choose between celebrating and getting home safely. Inawezekana Kabisa to do both.
