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How We're Changing the Way People Think About Smart Drinking

Posted: September 19, 2018
How We're Changing the Way People Think About Smart Drinking

By offering more choices and fostering positive behavior we're getting closer to reaching our ambitious goals

Reducing and preventing the harmful use of alcohol around the world is a big dream. But as the world's largest brewer, we know we can make a significant difference, and since 2015 our Global Smart Drinking Goals have been making meaningful changes at our company and in the communities where we live and work. 

Underpinning everything we do in pursuit of these goals are our Smart Drinking Beliefs, strong partnerships and an openness to finding and acting on ideas that will help accelerate our progress and continue our efforts to contribute to the United Nations Sustainable Development Goals.  

Take our City Pilots, which address drinking and driving, underage drinking and binge drinking with the aim of reducing the harmful use of alcohol by at least 10% in six cities by the end of 2020. For example, a campaign that provided free safe rides to decrease the likelihood of impaired driving reached more than one million people in Columbus, Ohio, resulting in 19,649 safe rides taken with the rideshare company, Lyft.

We've also committed to invest at least 1 billion USD across our markets in dedicated social marketing campaigns and related programs by the end of 2025. Most recently, our Carling Black Label #NoExcuse initiative in South Africa gained international attention for how it's encouraging behavior changes to put an end to violence against women.

Another goal is to ensure no- or lower- alcohol beer products represent at least 20% of our global beer volume by the end of 2025. To date we have launched no-alcohol beers in many of our key markets and have introduced new low-alcohol beer products in countries including Canada, South Africa, Australia and multiple European markets.

To help consumers understand why and how alcohol should be consumed within limits, we have a goal of placing a Guidance Label on all of our beer products in all of our markets by the end of 2020, and increasing alcohol health literacy by the end of 2025. The AB InBev Foundation is supporting public health researchers at Tufts University School of Medicine to develop a consumer guidance labeling strategy for beer that will promote alcohol health literacy and reflect the current evidence base for consumer labeling.

And every year we celebrate Global Be(er) Responsible Day, when thousands of our colleagues voice their commitment to Smart Drinking by taking our messages to consumers, wholesalers and retailers. In 2017 alone, we reached 300 million people.

There is still work to be done, but we are up for the challenge.  Because we believe in the dream of a better world - one where communities thrive because harmful use of alcohol no longer presents a social challenge and every experience with beer is a positive one.

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