Over the past decade, AB InBev has invested more than $1 billion in our Global Smart Drinking Goals to champion moderation and reduce harmful drinking around the world. “The Global Smart Drinking Goals,” a new case study from Georgetown University’s Business for Impact, highlights our progress and how our ambitious program contributes to the UN Sustainable Development Goals on health, well‑being, and partnership, as well as the WHO’s Global Alcohol Action Plan.
The study shows that AB InBev’s approach to moderation – rooted in social impact and collaboration with governments, health experts, and community leaders – creates shared value by driving business growth while improving well‑being in our communities.
Spotlighting the four Smart Drinking Goals, the study underscores our progress, including global programs to improve road safety, responsible beverage service training, and screening and brief interventions; a $250M investment in social norms marketing to shift consumer attitudes toward moderation; a growing balanced choices portfolio with innovative brewing that brings consumers the same great taste in low- and no-alcohol options; and a $500M investment in the industry’s largest voluntary labeling program, giving consumers clear, actionable guidance to help prevent harmful drinking.
“This is a landmark achievement,” noted Leslie Crutchfield, executive director of Business for Impact. “AB InBev carried through on a bold 10-year commitment. While not every goal was fully realized, significant progress was made on each front, including several unexpected breakthroughs that are having global impact for consumers who seek lower- and no-alcohol beverage choices.”
The study notes that, “we achieved more together than we could have alone." Programs thrived when we brought together diverse perspectives, combining local stakeholders' community insights with AB InBev's business expertise in systems, project management, and consumer behavior. Other key findings include:
- A beer company can make a difference. When business and public health work together, the impact multiplies.
- Social norms marketing works. Campaigns that highlight positive behavior — not fear or restriction — shift attitudes more effectively and sustainably.
- No alcohol beers are transformative. They expanded choices, reduced stigma, and made moderation aspirational. Georgetown identified our portfolio as having “driven substantial innovation, market transformation, and cultural impact.”
- Data and measurement matter. Systematic data collection and third-party evaluation were essential to guide strategy and prove impact.
- Partnerships amplify results. Collaborations with governments, NGOs, universities, and the private sector ensured scale and credibility.
“Everyone from industry leaders to governments, customers, and consumers has a role to play. Our accomplishments so far are only possible because of strong partnerships, and we look forward to growing our impact in the years ahead,” said John Blood, Chief Legal and Corporate Affairs Officer, AB InBev.
Building on a decade of insights, programs, and partnerships, AB InBev is scaling our Smart Drinking efforts globally to drive greater impact. In line with Georgetown’s roadmap for continued progress, we will continue working with our partners and stakeholders to expand consumer choice, promote responsible consumption, and foster moderation in our communities.
