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AB InBev Announces Significant One-Year Progress Toward Global Responsible Drinking Goals on Third Annual Global Be(er) Responsible Day

Published 09-20-12

Submitted by AB InBev

  • 270 Million Legal-Age Consumers Reminded of Designated Driver Practices
  • Provided ID-checking materials to more than 150,000 bars and retailers and provided training to almost 160,000 servers of alcohol in 2011
  • Flagship “Family Talk About Drinking” Program Launches in China, Expands Online

Anheuser-Busch InBev (Euronext: ABI) (NYSE: BUD), in celebration of its third annual Global Be(er) Responsible Day (GBRD), today announced first-year progress toward meeting its aggressive Global Responsible Drinking Goals, which it aims to achieve by the end of 2014. Six company-wide goals were announced in 2011 as part of its Better World commitments. Together, these goals are designed to expand partnerships, public education initiatives, retailer training and other practices that reinforce attitudes toward responsible drinking. The activities take place in 23 countries and are led by AB InBev’s 116,000 employees, in collaboration with parents, experts, local authorities and community and national organizations. Progress against AB InBev’s goals will be independently audited at the end of 2014.

“As the world’s leading brewer, Anheuser-Busch InBev’s first responsibility is to encourage the responsible enjoyment of our products. As we mark progress toward our Global Responsible Drinking Goals, we will continue to work with our partners and customers to promote responsible attitudes toward alcohol sales and consumption, and to address challenges, such as underage drinking and drunk driving,” said Carlos Brito, CEO of Anheuser-Busch InBev. “Our colleagues promote responsible drinking each day, but on Global Be(er) Responsible Day we are reminded that our collective efforts are helping to make a global impact.“

Since announcing the Global Responsible Drinking Goals a year ago, AB InBev has made considerable progress toward meeting each target:

  • AB InBev is on pace to reach at least 100 million adults with programs that help parents talk to their children about underage drinking. Thus far, the company has reached almost 30 million adults.
  • In its first year, the company has provided ID-checking materials to more than 150,000 bars and other retailers, reaching roughly one-third of its target of at least 500,000.
  • AB InBev has trained almost 160,000 bartenders, waiters, grocery store clerks, other servers and sellers of alcohol on responsible beverage sales. It aims to train a total of at least 1 million people who serve or sell alcohol by the end of 2014.
  • The company has resoundingly spread the word about the importance of using a designated driver or safe-ride home. In just one year, AB InBev has reached more than 270 million legal-age consumers, which is over 50 percent of the company’s target of reaching at least 500 million consumers.
  • The company invested almost 55 million USD in 2011 in responsible drinking advertising and programs. It aims to invest at least an additional 245 million USD by the end of 2014.
  • AB InBev has committed to celebrating Global Be(er) Responsible Day annually to promote the importance of responsible drinking among employees, partners and consumers.

Responsible Drinking Initiatives: Global Be(er) Responsible Day and Beyond

Global Be(er) Responsible Day is an annual event, launched by AB InBev in 2010. On September 21, 2012, all AB InBev brewery communities will participate in activities ranging from public education efforts to initiatives that work toward meeting the global responsible drinking targets.

Recognizing that parents are the number one influence on children’s decisions about drinking, this year the company continues to expand its flagship program, “Family Talk About Drinking,” an underage drinking prevention program that was created by parenting, education and family counseling experts to help parents talk with young people of different ages. The program is launching in China with a pilot program in Beijing and is now available in seven languages.

New Family Talk websites will also be launched in Ukraine, Russia and Belgium to help engage parents and educators online. The expansion of Family Talk continues on social media channels, with the UK working in partnership with Mumsnet, a leading online network for parents, to refresh the contents of its Facebook page, the Netherlands launching a new Facebook page, and the U.S. continuing to build its Facebook fan base. In addition to Family Talk, AB InBev employees in Belgium will participate in a Feet on the Street activity to talk with consumers about responsible alcohol consumption, as well as in a "parent to parent" responsible drinking conversation in local schools. In Canada, a revamped Family Talk website and program draws on the knowledge of leading parenting experts and medical professionals to provide resources and support for parents.

Around Global Be(er) Responsible Day, AB InBev has expanded public-private partnerships on responsible drinking with government officials and other stakeholders in several countries. The company will train hundreds of bartenders and waiters on responsible serving in partnership with local governments in Brazil and Argentina. AB InBev will also deliver new breathalyzers to local government agencies in Brazil, bringing its total to 92,000 breathalyzer donations over the past decade. Employees in Russia will continue to work with retailers to help them understand and comply with new regulations governing the promotion and sale of alcoholic beverages.

This year, AB InBev has transformed the way it is reaching consumers with responsible drinking messages by employing digital media and mobile apps to complement more traditional modes of communication. In Canada, employees will use iPads to ask consumers to “Take the Pledge” against drinking and driving, and in the U.S., a website – nationofresponsibledrinkers.com – and Facebook app were created for adults to pledge to drink responsibly and designate a driver. On the traditional media side, in Russia and Ukraine, AB InBev employees will distribute thousands of brochures and meet with consumers, retailers and wholesalers to provide information about responsible drinking and serving.

AB InBev’s work to promote responsible drinking is one of three core pillars of the company's Better World plan, alongside commitments to lighten the company’s impact on the environment and to give back to the communities in which the company operates. In 2011, more than 27,000 employees participated in Global Be(er) Responsible Day, a 60% increase from 2010’s inaugural celebration.

Please visit AB InBev’s corporate Facebook page for more information on the company’s efforts around Global Be(er) Responsible Day and responsible drinking.

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depositary Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world's top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico's leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in operations in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.

About Better World

Through our commitment to be the Best Beer Company in a Better World, Anheuser-Busch InBev is the beer industry leader in social responsibility initiatives, ranking as the No. 1 brewer in social responsibility in FORTUNE Magazine’s “World’s Most Admired” beverage companies’ list. Our Better World efforts focus on three pillars: promoting responsible drinking; protecting the environment; and giving back to the communities in which we live and work. Around the world, we develop and implement social responsibility programs and campaigns in partnership with parents, government officials, community organizations, retailers and others. From promoting responsible drinking messages on some of the world’s most watched television programming, to turning coconut husks into renewable energy to fuel our breweries, to volunteering in the community, Anheuser-Busch InBev and its employees are committed to making a difference.

For more information about Anheuser-Busch InBev and Better World, please visit: www.ab-inbev.com.

AB InBev logo

AB InBev

AB InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depository Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world's top five consumer products companies.

Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseré¶der® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico's leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.

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