EU Alcohol & Health Forum

The overall objective of the Forum is to provide a common platform for all interested stakeholders at the EU level to pledge relevant actions to reduce alcohol-related harm. Actions should be in the areas of preventing under-age drinking; promoting responsible consumption; providing consumer information; enforcing age limits for serving and selling of alcohol; promoting effective behavioral change among children and adolescents and promoting responsibility in commercial communications and sales.

Since joining the Forum, AB InBev has completed the following commitments:

1. Organized and hosted a Social Norms Conference, bringing together leading experts in the area of social norms implementation (2007-2009). Social Norms is a data-driven, behavior-change approach to reducing risky drinking. Learn more at www.socialnormsforum.eu
2. Improved compliance with Code of Commercial Communications (2007-2009). We committed to raising levels of awareness, ownership and compliance of the Code within our senior management team, within the marketing and sales functions of our company, as well as with the agencies with whom we work.
3. Created an employee responsible drinking programme to set responsible drinking standards and raise awareness on the importance of drinking responsibly both at the work place and outside (2009-2010). Under this commitment an internal Zythology website was created to provide employees information on responsible drinking. A new department, Beer & Better World, was also formed to facilitate sharing responsible drinking best practices across the AB InBev system. And finally, a three-year Better World plan was approved by the Board of Directors, which included annual KPIs to achieve our work to promote the responsible enjoyment of beer and to make positive impacts on the environment and communities in which we operate.
4. Organized and hosted a Drink Driving Forum, bringing together internationally acknowledged experts to share their knowledge about proven solutions to deal with the preventable problem of drink driving (2010-2011). Learn more at www.drinkdrivingforum.eu

For further information on these commitments, please contact steve.leroy@ab-inbev.com or visit the European Commission’s website to see all registered commitments.