Smart Drinking Beliefs
Our Beliefs
Beer has been part of cultures around the world for thousands of years, and we believe that every experience with beer should be a positive one. We're a global company, brewing beers and building brands that will continue to bring people together for a better world for the next 100 years and beyond. This relies on thriving communities across the globe where harmful drinking no longer presents a social challenge. Our Smart Drinking commitments, and the beliefs that underpin them, will help make this vision a reality.
We believe that harmful consumption of alcohol is bad for our consumers, our colleagues, our families, our communities, and our business…… And that means, we take seriously our responsibility to help reduce and prevent the harmful use of alcohol across the world.
Social Norms
People drink beer socially and their individual actions are often influenced by group behavior. Social Norms Marketing techniques aim to lead that behavior in a positive direction. Therefore, connecting social norms and marketing using the brands people know and love is a key component of our Smart Drinking strategy to reduce harmful consumption of alcohol.
- Marketing responsibly in the digital world (DGP and RMCC)
- Social Norms Marketing
- Guidance Labels
Product Portfolio
Part of reducing harmful consumption is offering consumers No- and Low-Alcohol Beer (NABLAB) options - beers with 3.5% ABV or less. With NABLABs, adults of legal drinking age can enjoy the beer brands they love without consuming as much (or any) alcohol, reducing their overall alcohol intake. We are providing a robust portfolio of NABLAB products and nudging consumers towards them to further enable Smart Drinking behaviors.
- Non-Alcoholic Beer
- Low Alcohol Beer
Evidence Based Solutions
When we bring an initiative to a community, we want it to have a significant impact and create a standard to be adopted globally. To achieve this, our plans are based on evidence and proven methods. We work with leading experts and partners to validate what we’re doing, refine our initiatives, scale-up, and measure impact.
- Responsible Beverage Service
- Screening and Brief Intervention
- Road Safety
Advocacy
We advocate for policies that effectively reduce the negative effects of harmful alcohol consumption. Research indicates that promoting the consumption of lower-alcohol beverages like beer can lead to improved public health outcomes. Therefore, we support the use of data-driven, evidence-based policies that differentiate between different types of alcohol and promote responsible consumption.
We believe that our products are not to be consumed by under-aged drinkers...… And that means, we promote, support and implement programs, public policies and campaigns to prevent, discourage, and reduce underage drinking.
We believe there is more work to do and that we don't have all the answers but we know that Beer can be part of the solution …… And that means, we collaborate with public health experts, governments and other partners who are willing to work with us, and listen to those with ideas for how we can accelerate or improve our progress..
- Not sure - need to ask regulatory
