Better World Programs
With a dream to be the Best Beer Company in a Better World, Anheuser-Busch InBev carries out Better World programs and initiatives throughout its global operations. To view the programs, scroll over the highlighted countries on the map and select a program. Alternatively, the listing below the map breaks down the programs per pillar.
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USA
- Anheuser-Busch Executives Teach For America
- Marking World Environment Day in the US with the River Network
- Building Homes with Habitat for Humanity
- Global Be(er) Responsible Day in the US
- Family Talk About Drinking through Social Media
- Alternative Transportation for Consumers
- Helping parents talk with their children about underage drinking
- Water and Energy Conservation at Anheuser-Busch breweries in the US
- Implementing Solar Power at our Newark Brewery
- Anheuser-Busch leading the way in Recycling
- Good Sport Program
Community
Jinping AB InBev Hope School
On November 2010, the Jinping AB InBev Hope School officially opened in Laomeng Village, Jinping County, in China’s south Yunnan Province. Over the years, this area has been a focus for poverty relief via national development efforts. AB InBev China donated 38,000 USD to rebuild the school with a new library and computer room. An additional 7,600 USD in scholarship funds was established to support the education of students from unprivileged families. Computers, books, stationery, chairs, desks and other teaching aids were also donated.
Community
Yunnan Water Cellars
In 2010, a once-in-a-century drought swept across southwest Yunnan Province. AB InBev China donated funds to build 150 water wells, bringing much-needed relief to the province of Kunming. The water wells will facilitate sustainable water supply for drinking, industrial production and agricultural development in Yunnan, and benefit from more than 10,000 local residents.
Responsible Drinking
China’s National Responsible Drinking Campaign
In February, AB InBev, in partnership with the Road Traffic Safety Association of China (RTSAC) and the China Alcoholic Drinks Industry Association (CADIA), launched the 2010 National Responsible Drinking campaign in Beijing, China, to promote the use of designated drivers.
China’s first TV advertisement featuring the importance of using a designated driver was officially unveiled by AB InBev, RTSAC and CBIA in 2010. It served as the first New Year greeting for China’s 188 million drivers, along with their families and friends. The ad featured pop star Eason Chan emphasizing in a humorous, yet thought-provoking way, the importance of the spot’s tagline, “Will you let me be your designated driver?” After the national kick off in Beijing, the campaign was rolled out to other cities, including Shanghai, Guangzhou, Foshan, Xiamen, Nanjing, Kunming, Harbin and Hangzhou. The campaign reached some 50 million consumers and 10,000 retail outlets. Also, more than 600,000 Road Safety Leaflets were distributed.
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Responsible Drinking
Global Be(er) Responsible Day in China
As part of AB InBev’s global program, AB InBev China partnered with the Harbin Traffic Police Bureau to successfully activate the day-in-the-trade campaign in Harbin. Employees hit the streets, visited thousands of retail outlets and distributed 100,000 leaflets, car stickers and environmental bags, promoting the importance of designated drivers among consumers.Environment
Center for Environmental Education and Communications
The Center for Environmental Education and Communications of the Ministry of Environmental Protection (CEEC) of China jointly launched a water conservation campaign, to solicit university students’ innovative ideas and active participation. The event took place at China’s first ultra-low-energy building at the Department of Environmental Science and Engineering at Tsinghua University in Beijing. Also, a series of campus activities, involving nearly 200 colleges and universities across 20 cities, have been launched in partnership with CEEC to encourage campus students to recruit creative ideas for saving water.You need to upgrade your Flash Player
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Environment
Recycling at the Wuhan Brewery
The advanced wastewater treatment system at the Wuhan Brewery will supply free of charge, treated water to a community building for cleaning and irrigation. The project will help implement our goal of zero discharge of wastewater into the community. We installed bio energy recovery systems (BERS), with anaerobic wastewater technology that uses organic material to produce methane to be used in out boilers. These efforts reduce fuel usage by 15-20 percent, in addition to reducing atmospheric discharges of pollution.
Community
Partnering with Un Techo para mi Pais (A Roof for My Country) in Uruguay
On the community front, our operations in Uruguay continued their partnership with Un Techo para mi País (A Roof for My Country), a Latin American organization that builds temporary housing to advance community development. This Latin American organization was created in Chile in 1997 with the goal to build temporary housing and execute social empowerment plans to advance community development. Today, the NGO is present throughout Latin America and has won multiple awards from the United Nations for its work around the world. We participated with other companies and institutions in the construction of their one thousandth house.
Responsible Drinking
Global Be(er) Responsible Day in Uruguay
Uruguay celebrated Global Be(er) Responsible Day, AB InBev’s global campaign to bring awareness to responsible drinking with their third annual Gente que Vende day-in-trade activity. More than 150 employees and special guests joined in this campaign, including two celebrities and three members of Junta National de Drugs. Through this program, employees reached out to retail outlets to remind them to not sell our beers to those under 18.Responsible Drinking
Virtual Alcoholimeters in Uruguay
For the second year, FNC sponsored easy-to-use electronic touch-screen devices that were located at on-premise retail outlets to help bar patrons recognize when they have over-consumed. This imitative was carried out in an effort to help prevent drunk driving.
Responsible Drinking
Responsible Drinking at Pilsen Rock in Uruguay
At the annual Pilsen Rock event, AB InBev employed strict measures to help prevent drinking abuse and underage drinking by fans. Legal-age consumers received hand stamps to indicate they could purchase alcohol within certain hours of the day. We also took the opportunity to highlight the importance of responsible drinking at a booth in which fans could try on “fatal vision” goggles that simulate how it feels to be drunk, and understand the poor choices that can be made when someone has over-consumed.
Community
Anheuser-Busch Executives Teach For America
In the US, Anheuser-Busch executives, including North America Zone President Luiz Edmond, were guest teachers at St. Louis public schools, visiting the classrooms of Teach For America teachers to impart lessons that draw on their experience in business and beyond. The Anheuser-Busch Foundation donated 150,000 USD to the Teach For America Corps–St. Louis, which Anheuser-Busch has supported since the program first came to St. Louis.
Community
Marking World Environment Day in the US with the River Network
In honor of World Environment Day, Anheuser-Busch and our Budweiser brand donated 150,000 USD to River Network to support river and watershed conservation projects in our 12 United States brewery cities. More than 400 employees and their families volunteered to help clean up rivers, plant native vegetation, assist with invasive species removal and take part in environmental education initiatives.
Community
Building Homes with Habitat for Humanity
As part of our commitment to economic development, more than 100 Anheuser-Busch employees and their families spent Saturdays throughout the summer building a home with a deserving St. Louis family. The Anheuser-Busch Foundation donated 50,000 USD to help fund the project. Additionally, more than 250 Anheuser-Busch employees and wholesalers partnered with New Orleans Area Habitat for Humanity to help clean up neighborhoods and build homes during our annual sales convention. A donation of 50,000 USD also helped support the effort.
Responsible Drinking
Global Be(er) Responsible Day in the US
Anheuser-Busch joined its sister companies around the world to promote responsible drinking as part of Anheuser-Busch InBev’s first-ever Global Be(er) Responsible Day on September 15. More than 600 Anheuser-Busch employees partnered with wholesalers to visit bars, restaurants, grocery stores, convenience stores and other retail outlets to remind wait staff and store employees, as well as consumers, that we brew our beers to be enjoyed responsibly by adults of legal drinking age. Additionally, 550 employees each pledged to be a designated driver for family and friends during the weekend following Global Be(er) Responsible Day. St. Louis team members also had the unique opportunity to serve beer to baseball fans at Busch Stadium, while putting our We I.D. program into action.Responsible Drinking
Family Talk About Drinking through Social Media
Recognizing that parents have the greatest influence on their children’s decisions about drinking, Family Talk encourages open, honest communication between parents and children. To bring the Family Talk About Drinking program to audiences via social media, Anheuser-Busch launched a Family Talk Facebook page. The site provides an interactive method to provide alcohol responsibility resources and tips in a form that visitors can easily share with their friends and families. More than 138,000 Family Talk About Drinking materials, translated into English, Spanish, Chinese, Korean and Vietnamese, were distributed at local events in 2010 and the program has provided more than 5.6 million materials to educators, parents and other audiences since 1990. Please visit the site at www.facebook.com/AnheuserBuschFamilyTalkAboutDrinking
Responsible Drinking
Alternative Transportation for Consumers
As a major advertiser and event sponsor of pro football’s biggest game of the year, Anheuser-Busch partnered with AAA Auto Club South, wholesalers, Miami Beach Mayor Matti Herrera Bower and local law enforcement for the Tow to Go program, which provided a free tow to fans and partygoers to ensure they arrived home safely. In 2010, 438 wholesalers conducted designated driver programs, including providing free rides through Alert Cab, Tow to Go and SoberRide, as well as the placement of nearly 45,000 advertisements in local communities to address drunk driving.
Environment
Water and Energy Conservation at Anheuser-Busch breweries in the US
Through the use of anaerobic digestion systems at 10 of our US breweries, and landfill gas at our Houston brewery, the equivalent of one in every six beers made by Anheuser-Busch’s US breweries is brewed and packaged using alternative fuels. In addition, the company has reduced total water use in our United States breweries by more than 38 percent since 2000— saving 25.5 billion liters of water — the equivalent of more than 164 million showers.
Environment
Implementing Solar Power at our Newark Brewery
In 2010, Anheuser-Busch announced the installation of a solar array on the roof of our Newark, New Jersey brewery. A second phase of this project was completed, doubling the size of the array, which currently has more than 7 ,00 photovoltaic solar panels and covers 130,000 square feet. The solar panels will produce more than 1.1 million kilowatt hours annually, which is enough to power 125 average-sized New Jersey homes for a year and at peak production will be capable of satisfying nearly 10 percent of the brewery’s electricity demand. This solar panel installation is just one more example of our continued commitment to improving our environmental performance through alternative energy sources at our facilities across the country. When combined with the solar array at our Fairfield, California brewery, Anheuser-Busch is now one of the largest users of solar power in the United States brewing industry.Environment
Anheuser-Busch leading the way in Recycling
In 2010, Anheuser-Busch’s United States breweries recycled more than 99 percent of solid waste generated in the brewing and packaging processes. The company continues to look for ways to reduce, reuse and recycle, while maintaining our quality standards.
Materials recycled include: grain from the brewing process, plastic strapping, aluminum, glass, cardboard, plastics and metals.
Community
Aiding in the Development of CSR in Ukraine
One of SUN InBev Ukraine’s most successful community partnerships in 2010 was working with the Centre for CSR Development as part of a two-year project. The Centre’s mission is to implement systematic changes for the development of corporate social responsibility in Ukraine. The Centre presented a national CSR case study contest and engaged students from 20 universities in a CSR course to help provide education on the importance of this effective work.
Responsible Drinking
Ukraine’s 18+ Responsible Drinking Television Campaign
SUN InBev Ukraine, with support from Ukripivo, the Beer Union trade association, has created three TV spots. The ads promoted responsible drinking and discouraged underage drinking and sales to minors. They were broadcast on local channels to more than 10 million viewers.
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Responsible Drinking
Family Talk Project in the Ukraine
Leveraging on the success of Family Talk, a program which came into existence through Anheuser-Busch in the US, SUN InBev Ukraine partnered with the National Center of Practical Psychology and Social Work of the Ministry of Education and Science of Ukraine and the National Academy of Pedagogical Sciences of Ukraine on the implementation of this project. The focus of this initiative is on teens ages 12–13, their parents and teachers, as well as the general population in seven key cities. The goal is to increase awareness among students of the dangers of underage drinking. The program will include a variety of educational materials for students, parents and educators, and will use training sessions, role-playing, interactive lectures and special events such as Health Day to reach out to young people with this important underage-drinking prevention message. The number of students participating in this project is expected to reach 50,000 with national press events to highlight the program and its best practices.
Additionally, to ensure we are selling and marketing our products legally and responsibly, we created a brochure for all employees to help guide them in their role as company and brand ambassadors.
Environment
Ukraine’s Green Office
In 2010, we launched a program for sorting waste and saving energy resources called Green Office. This management philosophy helps reduce the use of natural resources, electricity consumption and waste disposal. Employees have invested two to three hours per week gathering paper, sharing ideas with the project team, updating information and communicating to others on the project’s progress.
Responsible Drinking
Social Norms in the UK
InBev UK, as a long-term supporter of social norms research, sponsored a study into social norms in drinking amongst students. Noctis, the United Kingdom trade body for bars, clubs, and live and student venues, curated the project from its inception. They worked in partnership with the National Union of Students (NUS), NUS services and the National Social Norms Institute in the US for this study.
The project incorporated three distinct strands. Firstly, a pilot study carried out at University of Sheffield in 2009 and secondly, a one-day conference on social norms and student drinking in 2010 at Westminster Central Hall, London.
The final stage, was a broader study into three more English universities: University of Leeds, University of Gloucestershire and University of the Arts in London. The aim was to examine a wider variety of academic institutions to see if student attitudes towards alcohol differed from location to location.
The picture emerged that alcohol plays a part in the social fabric of university — as it always has — but that sensible attitudes and behaviors are clearly evident. At the heart of the social norms approach is understanding the power that the vast majority of sensible and responsible drinkers can have in reinforcing positive drinking behavior and challenging irresponsibility.
Responsible Drinking
Budweiser’s “Designate a Driver” program in the UK
AB InBev UK demonstrated its commitment to promoting responsible drinking, with a fun and engaging TV ad from Budweiser, which coincided with and supported the brand’s sponsorship of the 2010 FIFA World Cup South Africa. The 30-second ad urged consumers to “Designate a Driver,” and the message reached millions of consumers across the UK. Research results showed an increased awareness of the issue amongst the British public. Budweiser also teamed up with breakthrough rap artist Professor Green to further encourage people on a night out to designate a driver. As part of a day of action, employees went into the on-trade to distribute responsible drinking literature and to promote “Designate a Driver” during our company-wide initiative, Global Be(er) Responsible Day.
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Community
We Live Here!
SUN InBev Russia strives to participate in the betterment of the quality of life of cities and regions that are home to its breweries. The long-term social program We Live Here! aims to make life more pleasant and comfortable for residents of its brewery communities. Each year since its launch in 2002, SUN InBev employees and local citizens have worked together to improve industrial areas, streets, gardens and parks in these cities. In 2010, more than 2,000 employees took part in Subbotnik. The initiative is supported by local authorities, mass media representatives and NGOs, and our employees invested more than 10,000 hours of volunteer time.
Responsible Drinking
Russia “Stops Selling Beer to the Underaged”
In partnership with the Russian Interior Ministry, the information campaign “Stop selling beer to the underaged!” was launched. More than 700 outdoor ads, 5,000 stickers and 100 posters were placed in Moscow. The posters urged retailers not to violate laws that ban beer sales to the underaged and reminded citizens not to remain indifferent to the problem. Ads were also placed in print media and on the Internet.
Responsible Drinking
“Are You 18? Prove It!”
SUN InBev Russia, together with other major beer companies in the country, joined the industry-wide responsible drinking campaign initiated by the Beer Union of Russia. The project was designed to stop beer sales to underage drinkers at rock festivals in Ivanovo and Irkutsk, and at the beer festival in Cheboksary. Leaflets and stickers with the project logo were handed out to all guests.You need to upgrade your Flash Player
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Environment
Biotreatment System (BTS) Expansion at Russia’s Klin brewery
In 2010, we started a biotreatment system (BTS) expansion at the Klin brewery that included biogas recovery of methane as an alternative fuel source, lowering the greenhouse gas emissions of the site. In 2011, we will open new BTS operations in Omsk and Angarsk and continue construction in Perm. BTS operations are based on a biological process that uses anaerobic and aerobic systems to treat 100 percent of our effluent in accordance with legal requirements. These plants are being constructed with the latest technology on the market; with an investment of more than 40 million USD.
Community
Partnering with Un Techo para mi País (A Roof for My Country) in Paraguay
In partnership with Un Techo para mi País (A Roof for My Country) we helped with the construction of houses for the homeless in Paraguay. This Latin American organization was created in Chile in 1997 with the goal to build temporary housing and execute social empowerment plans to advance community development. Today, the NGO is present throughout Latin America and has won multiple awards from the United Nations for its work around the world. We participated with other companies and institutions in the construction of their one thousandth house.
Responsible Drinking
In Paraguay, if you drink, don’t drive
Paraguay’s responsible drinking program “If you drink, don’t drive” focuses on raising consumer awareness on the importance of being responsible when driving. The program communicated its message through a variety of platforms including, outdoor advertising, TV commercials and messages in print media. In partnerships with CONACOL (National Commission against Underage Drinking) and the Highway Police, we helped raise awareness and donated breathalyzers to help fight the cause.
Responsible Drinking
Global Be(er) Responsible Day in Paraguay
For the third year, Paraguay participated in the Gente que Vende (People Who Sell) day-in-trade activity. In 2010, the initiative coincided with Global Be(er) Responsible Day, AB InBev’s global program which calls attention to responsible drinking. Paraguay had a 30 percent increase in participation from the previous year, with 270 employees going into the market.
Approximately 80 sales teams visited 2,300 retail outlets in Asuncion City and 12 other cities across the country. We partnered with the NGO CONACOL (National Commission Against Underage Drinking) on the activities and initiatives.
Environment
World Environment Day in Paraguay
Significant employee engagement activities around World Environment Day included educating employees about the importance of water consumption within our operations. We also helped with improving our communities through the donation of 14,000 trees to the A Todo Pulmón Foundation – a foundation which contributes to reforestation efforts in Paraguay. Additionally, employees at our offices in Paraguay planted some of these seedlings at our facilities on Volunteer Day.
Responsible Drinking
Jupiler League Pro Supporter Program in the Netherlands
In 2011, AB InBev Netherlands implemented this fan management program to help promote responsible drinking and prevent drunk driving. The initiative is a cooperative effort between AB InBev Netherlands, the Dutch Soccer Association and its 18 clubs. The Pro Supporter program includes responsible alcohol sales training for concessionaires, responsibility messaging throughout the games, and the opportunity to sign up to be a designated driver. Fans who sign up then have the opportunity to win prizes such as tickets or Jupiler league merchandise. The Pro supporter program also has a Facebook page to attract attention and fans to its important message.
Responsible Drinking
Global Be(er) Responsible Day in the Netherlands
AB InBev Netherlands joined Global Be(er) Responsible Day activities – Anheuser-Busch InBev’s global program which calls attention to responsible drinking. During this day, our salespersons distributed more than 3,000 free alcohol testers to on-trade customers to help them prevent their guests from driving under the influence. An internal campaign was also initiated among our own employees to emphasize the importance of not drinking and driving and to remind them that they are ambassadors of responsible consumption.
Environment
World Environment Day Activities in the Netherlands
To emphasize the importance of clean drinking water to our own employees, people were challenged to Run for Water and earn one euro per kilometer for the WaterAid charity. Within Western Europe, close to 600 employees joined and ran 3,540 kilometers, of which close to 50 employees from the Netherlands ran 176 kilometers. The total donation raised by AB InBev was almost 15,000 USD.
In 2010, AB InBev Netherlands also supported the Clean Drinks initiative. Clean Drinks brings businesses and stakeholders together to engage on sustainability. A contribution of AB InBev Netherlands made it possible to have the world’s best-known “cradle-to-cradle” expert, Michael Braungart, present at one of the sessions to share ideas and inspiration about how to deliver on sustainability.Responsible Drinking
"Geklärt, wer fährt!" in Germany
In Germany, young drivers between the age of 18-25 are the most susceptible when it comes to drunk driving. As a result, Anheuser-Busch InBev launched its “Don´t drink and drive” initiative “Geklärt, wer fährt!”. The program which launched in nightclubs in 2008 quickly expanded to a nationwide, peer-to-peer program, working together with hundreds of young drivers to educate peers about the importance of not drinking and driving. Since 2011, the initiative has been supported by the federal department of transportation with its patron Andreas Scheuer, parliamentary undersecretary.
With its mission on informing and positively changing attitudes and behaviors around responsible drinking, AB InBev called on new adult drivers in German traditional and social media to take on the challenge to become a “Geklärt, wer fährt!” ambassador . Over the last two years, 100 ambassadors were professionally trained by AB InBev and the ADAC (German Automobile Association) across Germany and began organizing their own workshops within their peer group to implement the program’s key message: 0.0 blood alcohol limit for driving. The ambassadors spoke to more than 4.500 young people about responsible drinking and driving in 2012.
The 10 most ambitious ambassadorswere rewarded with prizes for their unwavering commitment, (i.e. being reimbursed for the cost of their driver’s license). “Geklärt, wer fährt!” is now calling on the next group of young adult drivers to become ambassadors in 2013.
Please visit http://www.ab-inbev.de to learn more.
Responsible Drinking
“Fahrversuch Alkohol” in Germany
InBev Germany helps to raise awareness of the consequences of drunk driving through a partnership with the German Automobile Club which simulates drivers on the effects of drinking and driving. The simulation includes:
- Supporting a program that permits young drivers to experience first-hand the impact of alcohol on their driving abilities;
- Allowing participants to drive the same circuit twice — once when they are sober and a second time after they have consumed alcohol.
More information on the program is available at
www.adac-ortsclubs.de/verkehr/verkehrssicherheitsprojekte/77-fahrversuche-alkohol
www.adac-ortsclubs.de/verkehr/verkehrssicherheitsprojekte/77-fahrversuche-alkohol
Environment
Environmental Initiatives in our German Breweries
Our breweries in Germany recognize the importance of reducing their footprint and place sustainability at the forefront of their efforts. Below are a few initiatives that breweries have implemented.
Munich brewery
Implementation of the new standard operating procedure (SOP), “energy and water saving,” installation of secondary water cycles and aqua check, which is a system that helps identify water-savings potential within our processes, performed together with chemical supplier Diversy Deutschland.
Implementation of the new standard operating procedure (SOP), “energy and water saving,” installation of secondary water cycles and aqua check, which is a system that helps identify water-savings potential within our processes, performed together with chemical supplier Diversy Deutschland.
Bremen breweryCreation of an energy newsletter to raise awareness of energy conservation, and investment in a water-recovery pasteurizer to save 100,000 m3 of water annually.
Community
Labatt supports the Canadian Navy
In the summer of 2010, the Canadian Navy enlisted Alexander Keith’s, which has been brewed in Halifax, Nova Scotia, since 1820, to help celebrate its centennial anniversary and commemorate the contributions of its men and women. Alexander Keith’s hosted elite members of the Canadian Navy at a dinner for 1,000 community and business leaders. As part of its ongoing partnership with the Canadian military, Alexander Keith’s contributes to personnel support programs, including sports and recreation, and sponsors the Canadian National Forces Sports Awards Ceremony. Alexander Keith’s also helps send packages overseas and celebrates homecomings.
Responsible Drinking
Crash Bobbles in Canada
The new Crash Bobbles responsible drinking campaign leveraged social media to successfully target and engage young adults in a new way. The Crash Bobbles characters debuted on YouTube where they shared what they learned from surviving vehicle accidents in which the consumption of alcohol was involved. Consumers were invited to share their favorite webisodes with friends and link to the characters’ Facebook page. In addition, related contests encouraged young adults to share their responsible-drinking experiences via YouTube and Facebook.
Responsible Drinking
Labatt continues to Make a Plan to promote responsible drinking
Labatt brands partnered with local liquor boards to promote their Make A Plan in-store, and asked consumers to Make A Plan to enjoy their products responsibly. Labatt also collaborated with those retailers to give away overnight kits containing a toothbrush, soap and shampoo to make it more convenient to stay at a friend’s place. In certain locations, Make A Plan contests gave consumers the chance to win a gift certificate for hotel stays.
Responsible Drinking
Global Be(er) Responsible Day in Canada
On Global Be(er) Responsible Day, Labatt employees raised awareness of responsible drinking and helped initiate relevant discussions with customers, consumers, friends and family, while wearing attention-getting Crash Bobbles t-shirts. Across the country, government officials got personally involved by celebrating Global Be(er) Responsible Day with Labatt’s employees, customers and consumers.
Employees took advantage of the Family Talk About Drinking program to initiate responsible drinking discussions with their children. Parents have the greatest influence on children’s decisions about drinking, so the program facilitates open, honest communication around drinking.
Environment
Second Annual Energy Cup Challenge in Canada
Labatt’s Canada-wide Energy Cup Challenge put the spotlight on water use to align with AB InBev’s global initiatives for World Environment Day and its Better World objectives, and dramatically reduced resource consumption over a two-month period. The six breweries achieved a 7.13 percent improvement in water consumption. The Montreal brewery won the nationwide competition by improving water consumption by 17.6 percent over the previous May/June, followed by Edmonton with a 7.54 percent improvement. Montreal employees accounted for 97 of the 221 implemented ideas that had an impact on energy and utilities.
Environment
Labatt’s Key Partnerships to help preserve water in Canada
Labatt sponsors the Canadian Land Trust Alliance (CLTA), which protects Canada’s land to preserve its water, while communicating the importance of land trusts and the role they play in water conservation. In 2010, competitions such as the 2nd Annual Energy Cup Challenge were designed to inspire process and operational changes that further reduced our water consumption. Across Canada, Labatt also partnered with key retailers to support a range of local and provincial environmental initiatives, including the Thames-Talbot Land Trust in Ontario and the Adopt-a-Stream program in Nova Scotia.
Responsible Drinking
Global Be(er) Responsible Day in Brazil
This initiative symbolizes the company’s engagement with society, regarding the consequences of alcohol abuse. Around 30,000 employees under AmBev’s management, became defenders of responsible consumption practices. Global Be(er) Responsible Day is one of the actions of the Responsible People platform, which is in line with the policy of reducing harmful consumption of alcoholic beverages, as recently passed by the World Health Organization. The initiative also follows the actions supported by the Latin American Brewers Association (Associação dos Cerveceros Latinoamericanos).
The highlight from Global Be(er) Responsible Day was the announcement of a partnership established by AmBev with four accredited NGOs — Casa do Zezinho, UNAS, CUFA and Bola pra Frente — for developing responsible consumption projects in low-income communities.
AmBev became the first beverage company to establish an association of this magnitude in the country. Additionally, Ambev donated 9,000 breathalyzers to the cities of São Paulo, Rio de Janeiro and Brasília, and employees delivered mini-posters to bars, restaurants, bakeries and supermarkets. Looking to further the responsible consumption message, the campaign also hung posters in 10 soccer stadiums at each round of the Brazilian Soccer championship. The posters read: “A Brahma fan drinks responsibly.” This same day was also chosen to launch the new AmBev website, an important tool for sharing responsible consumption messages.
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Responsible Drinking
AmBev’s Responsible Youth Program
In line with its Responsible Consumption program created in 2003, Ambev has partnered with four NGOs from Rio de Janeiro and São Paulo to develop the Responsible Youth program. The purpose of this initiative is interacting with low-income community members, where NGOs such as UNAS, Casa do Zezinho, Bola Pra Frente and CUFA are present, to help prevent alcohol abuse and discourage consumption by minors. The project, which has a goal of helping prevent alcohol abuse and alcohol consumption by minors, is mainly targeted toward low income young people aged 14 to 24 and their mothers, as well as the storekeepers in these communities.
The partnership with the four NGOs happens in five communities located in São Paulo and Rio de Janeiro. Each NGO’s projects are closely followed by the company in order to help share best practices. In 2010, more than 10,000 young people received assistance, approximately 400 women were reached and close to 250 retailers participated.
Environment
Green Technology Benefits
Ambev has the largest virtual desktop (VD) platform in Brazil. The system, installed in 9,500 computers and used by 17,000 employees of all levels, has the highest coverage among Brazilian companies and enables remote access, data sharing, information security, and energy and equipment savings. Also known as “Thin Client,” the system on average only uses 10 percent of the energy consumed by a normal computer.
The system has operated in factories, offices, distribution centers, technology centers and our service centers since 2002, making our company a pioneer in this area. In addition to energy savings of 90 percent, the VD also allows for greater information systems security and remote management, and eliminates having to dispose of outdated computers. Through this program, Ambev has prevented the disposal of 15,000 machines.
Environment
CYAN Movement
On World Water Day, AmBev launched the CYAN Movement — “Whoever sees water is able to see its value” (www.movimentocyan.com.br). This is a broad campaign for the mobilization and awareness of conservative use of this precious resource. Major actions and developments of the CYAN Movement included: 
- Adoption of the study on the Corumbá-Paranoá Basin through a partnership with the University of São Paulo (USP) to compute our “hydrological footprint”;
- Awards competition for articles on the subject of water;
- An internet contest on the website Battle of Concepts;
- Sponsorship of the mega-exhibition “Water” at the Oca Pavilion in Ibirapuera Park in São Paulo, open to the public for a year.
Community
Providing shelters for artisans in Bolivia
Our operations in Bolivia formed a strategic alliance with the Ministry of the Presidency with the aim of providing 230 shelters for the shoe-repair artisans who were working in the streets of La Paz under precarious conditions. The new shelters were given to the workers, improving their working conditions and providing effective protection from the rain and cold weather of La Paz. The total investment was 50,000 USD. The Ministry of the Presidency leads a social charity program founded by the government in alliance with NGOs, International Cooperation Agencies and the private sector.
Community
Championing Education in Bolivia
Our operations in Bolivia (CBN) have actively supported education for more than 60 years. The company has built and supported three schools, Alejo Calatayud in Cochabamba City, Luis Ernst in La Paz and J.L. Johnson in the Huari community. The schools were supported by our Taquiña, CBN and Huari breweries, respectively. Approximately 1,200 students have benefited from the company’s initiative, which aims to provide them with adequate facilities and a good-quality education. During 2010, CBN initiated the transfer of the running of Luis Ernst School to the municipality, to be aligned with the new government policy of its taking responsibility for state schools. However, CBN has continued investing in the schools. At the Alejo Calatayud School, CBN built a new covered area adjacent to the main school yard, with our total investment in education reaching a little over 200,000 USD in 2010.
Responsible Drinking
Responsible Drinking in Bolivia through television and music
In August of 2010, we launched our designated driver media campaign. This commercial is supported by our Vivamos Responsablemente framework, using the tagline “If you drink, do not drive.” The message maintains the fun, lighthearted image of Paceña beer, but communicates the importance of responsible drinking.
Additionally, Paceña is the main sponsor of many folk and cultural parades where alcohol is consumed. Starting in 2010, we took the opportunity to use these parades and festivals to further promote responsible consumption.
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Responsible Drinking
Gente que Vende Campaign
More than 300 employees and workers from our operations in Bolivia (CBN) participated in our day-in-trade, Gente que Vende (People Who Sell) activity. Employees visited about 4,000 retail outlets across the country. In Santa Cruz, 10 celebrities participated alongside our staff and zone president, gaining significant media coverage. We also conducted a media campaign on television, during the highest-rated programs, to promote the activity and spread the message: “We do not sell alcohol to those under 18.”
Environment
VPO in Bolivia
During 2010, Bolivia successfully adopted AB InBev’s Voyager Plant Optimization (VPO) program when its breweries in Santa Cruz and Taquiña were certified. VPO is AB InBev’s global management system that is designed to bring greater efficiency to our brewery operations and generate cost savings, while improving quality and ensuring safety. The VPO guarantees that environmental management is done in accordance with our policy and strategy. VPO requires regular self-assessments and audits to ensure consistency and high standards. At our Santa Cruz brewery, an employee-improvement group used our Plan-Do-Check-Act cycle to reach a challenging water consumption target of 4.5 hl/hl of production, which meant a 20 percent reduction in consumption. The objective was achieved, with water consumption dropping to 4.49 hl/hl of production. Among the main actions were:
- Recovering water from the can rinser for reuse;
- Utilizing reclaimed water to cool the vacuum pump line Using reclaimed water to lubricate the conveyor system instead of soft water.
Environment
World Environment Day in Bolivia
We commemorated the United Nations’ World Environment Day with simultaneous activities in all plants on the topic of “Sustainable Use of Water,” including the presentation of indicators, awareness videos, and the preliminary draft of the bio-treatment plant in Santa Cruz. At the Huari brewery, field activities were carried out on different floors to detect leaks. We also had employees plant trees. This campaign was accompanied by two competitions: a drawing contest related to water for employees’ children, and a contest among employees for ideas on how to reduce CO2 emissions, waste recycling, and water and energy consumption.
Responsible Drinking
Global Be(er) Responsible Day in Belgium
Responsible drinking activities were held throughout the Belgian organization, mobilizing employees, retailers, consumers and communities to encourage responsible enjoyment. Key activities were an awareness campaign in bars and the launch of the “Responsible Cool” television spot by Jupiler to help promote responsible drinking. There was also collaboration with the Volunteers of Belgian Institute for Road Safety (BIVV/ISRR) that included an “alcovision” track for employees to experience the effects of driving drunk.
Responsible Drinking
“Bob” Campaign in Belgium
As early as 1995, InBev Belgium launched a designated driver initiative, the “Bob” campaign, in association with BIVV/IBSR. Today, the initiative is a partnership between BIVV/IBSR, Assuralia, and the Union of Belgian Brewers, which includes InBev Belgium.
The main message of the “Bob” campaign is the need to always have a designated driver. The “Bob” campaign was an instant hit, changing people’s attitudes toward drinking and driving. The campaign is so successful that it was replicated in 16 other European countries with support from the European Commission.
Responsible Drinking
Respect16 in Belgium
Respect16 was created by InBev Belgium in 2008 and was adopted by the Union of Belgian Brewers in 2009. The campaign was expanded through a collaboration with major festivals and with the cities of Liège, Bruges and Antwerp. The main objectives of the project are to raise awareness and increase enforcement of the legal drinking age with the on-trade channel, and to increase public support for making 16 the minimum drinking age. InBev Belgium consulted with various experts and reached out to stakeholders while developing the program.
Environment
Engaging Employees through the Best Water Saving Ideas contest
InBev Belgium participated in the Best Water Saving Ideas contest within our Supply division in Western Europe on World Water Day. In total, approximately 350 ideas were collected, 170 of which came from Belgian employees, including the winning idea from an employee in the Leuven brewery. Narrowing the diameter of the nozzles of the rinser in the one-way bottling line reduced the water flow from 8 m³/h to 3 m³/h, which resulted in an annual water savings of 47,000 m³ for the Leuven brewery.
Environment
Environmental Initiatives in our Belgian breweries
At InBev Belgium, we continually seek to operate more efficiently and maintain our quality standards, while considering our environmental impact in order to be better stewards of the world in which we live. We focus our environmental sustainability initiatives on key issues — water, energy, recycling and packaging. Some specific examples from our breweries in Belgium include:
Leuven brewery
Jupille brewery
Hoegaarden brewery
Leuven brewery
- Optimization of the cool tower resulting in a water-use reduction of 38 percent or 37,880 m³ of water per year;
- Utilization of heat from the cooling installation to evaporate CO2, which resulted in energy savings of 7,000 tons of steam per year;
- Reduction in waste transport by pressing plastic foil and an adapted collection of cardboard.
Jupille brewery
- A review of the Cleaning in Place (CIP) program led to a water savings of 40,000 m³ per year;
- Investments made in the water treatment process led to a water-use reduction of 40,000 m³ per year;
- An improvement of waste sorting and waste collection in the packaging lines resulted in a reduction of the volume of waste produced.
Hoegaarden brewery
- Optimization of the water treatment plant led to a reduction of 0.09 hl/hl, representing annual savings of 6,925 m³ water per year.
Community
Quilmes launches Volunteer Day
In 2010, Quilmes launched its first volunteer program to take advantage of its employees’ motivations and skills to help meet community needs. At the first Volunteer Day, More than 70 company employees volunteered to work at a school in Villa Argentina, Quilmes, introducing significant improvements to the school’s building. The volunteers painted the indoor and outdoor yards, planted trees and plants, refurbished signs, and built learning games for students, in addition to conducting other maintenance tasks. Conciencia Association supported Cervecería y Maltería Quilmes in this project, coordinating the program and designing the activities. The second Volunteer Day took place in Tucumán, and was a joint effort with Norte beer. Employees cleaned and reconditioned Lake 9 de Julio. Additionally, employees helped beautify the park areas. More than 70 volunteers took part in the initiative, with the commitment to help their communities.
The goal is for each brewery of to hold one Volunteer Day per year. It should be noted that through our Volunteer Mentor (Guías Voluntarios) program, employees undertake the commitment to support students in the CONBECA Scholarships program. In this manner, the CONBECA mentor provides guidance for students in the last three years of high school, attends a training workshop for mentors, manages the scholarship, submits expense reports, monitors fulfillment of the scholarship recipient’s duties, and holds a monthly meeting with the student.
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Responsible Drinking
Global Be(er) Responsible Day in Argentina
Quilmes annually uses their “day-in-trade” to distribute point-of-sale and educational materials to retail outlets, to help prevent sales to minors and underage drinking. Last year, this effort occurred during AB InBev’s Global Be(er) Responsible Day in September. With this initiative, employees live a day in the life of the sales force, visiting bars, restaurants, stores and other points of sale.Additionally, sales channels are an excellent way to convey the message and raise awareness of the importance of not selling alcoholic beverages to those under the legal drinking age of 18.
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Responsible Drinking
+18=Responsible Sales and We I.D.
Since 2008, Quilmes has conducted their +18=Responsible Sales and We I.D. programs to help combat underage drinking. In 2009 and 2010, almost 2,400 employees plus the company’s sales force took part in these initiatives as part of a campaign that was run in Buenos Aires City, Buenos Aires Province and the cities of Córdoba, Tucumán, Corrientes, Rosario, Mar del Plata, Mendoza and Neuquén.
Environment
Reducing fuel consumption at the Corrientes Brewery in Argentina
Quilmes currently employs the use of biomass at their Zárate and Corrientes breweries which is obtained from timber industry sawdust. Using a boiler capable of handling this type of fuel, steam—a fundamental product in brewing and beer bottling—is generated. This process has helped us reduce fuel consumption at the Corrientes brewery by more than 80 percent. During winter, the use of this boiler allows the breweries to continue operating in the event of a natural gas shortage on the market. At the same time, we contribute to the community by not drawing on the limited amount of natural gas available, freeing it up to be used in homes instead.
Environment
Maltería Tres Arroyos reduces use of natural gas and electricity
The Maltería Tres Arroyos installed an engine for the production of electric energy powered with natural gas, taking advantage of exhaust fumes generated in the toasting process. The combination of the two operations reduces the use of natural gas by 35 percent and the use of electricity by up to 60 percent. Furthermore, energy generation allows the brewery to continue operating in the event of a national grid outage. Finally, the equipment produces energy that adds to the national grid, meeting part of the consumption of the rest of our plants, using an interconnected electrical system.
Responsible Drinking
Helping parents talk with their children about underage drinking
Recognizing that parents have the greatest influence on children's behavior, we created "Family Talk About Drinking" to help parents talk with their children about drinking. Developed by an advisory panel of education, family counseling, child psychology and alcohol treatment professionals, "Family Talk" encourages open and honest communication between parents and children. More than 7 million copies have been distributed to parents and educators since it was introduced in 1990, and it's now available in our key country languages!
English US (5.0 MB)
English Canada (1.2 MB)
French-Canadian (3.7 MB)
English Europe (1.3 MB)
Spanish US (1.0 MB)
Spanish Argentina (1.0 MB)
Chinese (5.3 MB)
Russian (5.3 MB)
Portuguese (1.1 MB)
German (4.5 MB)
Responsible Drinking
Good Sport Program
Fans are reminded to be a "Good Sport" at United States sporting events.
Good Sport is a fan management program designed to help stadium operators, team owners and concessionaires promote positive crowd behavior. "Good Sport" launched in 1986 includes server training for concessionaires; fan communications promoting responsible behaviors, and safe-ride home programs. "Good Sport" is in place in 100 venues nationwide and also has been used at international sporting events, including the Olympics and World Cup games. For more information, visit www.beeresponsible.com/responsible-drinking-our-programs.html.
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