Celebrating global beer Responsibility day 2020

We celebrate Global Beer Responsibility Day in September every year. COVID-19 restrictions curtailed many of the experiential activities we had planned for 2020, but our teams around the world came up with other creative ways to deliver positive drinking messages. Together, they reached 22.5 million people.

Our Ukraine team saw an opportunity to use ubiquitous facemasks as a tool to promote responsible drinking. They created masks for retail customers carrying a message for minors trying to buy alcohol: “We sell responsibly because we care.”

In Russia, we reached 7 million people through a social media campaign aiming to combat underage drinking by asking for honest answers about how old people were when they first tried alcohol and how they talk about it with their children. We also teamed up with artists in Kazakhstan and popular musicians in Serbia to channel responsible drinking messages.

In China, we partnered with the police in Chongqing to warn consumers of the dangers of drink-driving, including using simulation goggles to let them experience the impairing effects of alcohol. In Malaysia, we partnered with ride-hailing services to offer discounted rides home for patrons using our affiliated bars and restaurants.