Our Global Smart Drinking Goals
We have a long-standing commitment to reducing the harmful use of alcohol. In 2015, we deepened this commitment with the announcement of our Global Smart Drinking Goals.
To ensure a long-term and sustainable reduction in harmful drinking, consumer behaviors need to shift. And we believe that we have a key role to play in contributing to this change. We are making a deeper investment in programs that measurably shift social norms and behaviors around alcohol use. We are also helping empower consumers to make smart drinking choices by ensuring that they have access both to No- and Lower-Alcohol options and robust health information about the products that they are consuming.
Reduce the harmful use of alcohol by at least 10% in six cities by 2020 and implement the best practices globally by end 2025
We are launching multi-year pilots to reduce the harmful use of alcohol by 10% in six cities around the world.
- Leuven, Belgium
- Santa Cruz, Bolivia
- Brasília, Brazil
- Jiangshan, China
- Zacatecas, Mexico, and
- TBC, United States
Our pilot cities were selected based on: (i) evidence that progress to address harmful alcohol use in the city lags; (ii) local political will; (iii) local organizations with relevant technical expertise, and (iv) our strong presence in those locations.
Baseline studies for each city will begin in 2016, measuring current alcohol use and attitudes towards drinking. Once the studies are complete, we’ll begin to identify effective interventions based on local needs, and implement targeted programs aimed at reducing harmful drinking.
Building on the learnings identified in the pilot cities, we will identify best practices and develop targeted implementation plans to be rolled out across all of our markets by end 2025.
Influence social norms and individual behaviors to reduce harmful alcohol use by investing at least 1 billion USD across our markets in dedicated social marketing campaigns and related programs by end 2025
We will invest at least 1 billion USD across our markets in dedicated social marketing campaigns and related programs by end 2025. Working in partnership with experts in social and behavior change communications to design campaigns programs that shift behaviors. We will also explore other programs to reduce harmful drinking, including those focused on strengthening alcohol literacy.
Ensure No- or Lower-Alcohol* beer products represent at least 20% of AB InBev’s global beer volume by end 2025
We believe that consumers in all of our markets should have access to No- and Lower-Alcohol options. By end 2025, we will expand our product portfolio to ensure at least 20% of our global beer volume is No- or Lower-Alcohol. We will develop and launch new high quality, great tasting No- and Lower-Alcohol products and establish them as desirable alternatives for consumers through marketing and education efforts.
In addition, we will monitor the impact on our average alcohol by volume (ABV) annually. We anticipate a reduction of at least 10% by end 2025.
* We define No-Alcohol products as having an ABV between 0.0% and 0.5% and Lower-Alcohol products as having an ABV between 0.51% and 3.5%.
Place a Guidance Label on all of our beer products in all of our markets by end 2020 and increase alcohol health literacy by end 2025
Consumers need information to make smart choices. We will place a guidance label* on all of our beer products in all of our markets by end 2020. The label will be developed by an independent group of technical experts and may include information about alcohol content, as well as other facts about the product that can help to improve alcohol health literacy and positively shift consumption patterns.
In addition, we will significantly increase alcohol literacy by end 2025. In September 2016, we launched an internal Alcohol Literacy Training program to equip our colleagues with the basic knowledge about alcohol and the skills necessary to enjoy responsibly. The training will be rolled out across all of our markets by March 2017. And next year, will include external partners, as well as consumers in our pilot cities.
* The guidance label will be implemented in those markets where there is not already government mandated labeling in place, and where it is permissible by local regulation.
Reporting and monitoring
We have set up an independent Technical Advisory Group (TAG), which was established to ensure that the programs and initiatives launched in support of our goals reflect current evidence-based research and the state of the relevant science, are credible and well-executed and are conducted independently from our business interests.
The TAG is made up of eminent experts in alcohol science, health communication, measurement and evaluation and related areas who will advise us and oversee the implementation, measurement and evaluation of our goals.
The TAG is chaired by H. Westley Clark, MD, JD, MPH, CAS, FASAM, Former Director of the Center for Substance Abuse Treatment (CSAT) of the US Substance Abuse and Mental Health Services Administration (SAMHSA), Department of Health & Human Services (DHHS), and currently the Dean’s Executive Professor of Public Health at Santa Clara University, Santa Clara, California.
Progress on our goals will be publicly reported.