We want to make sure everyone enjoys our beers responsibly and that we provide consumers with choices that support a balanced lifestyle.
Partnerships are key to our approach. We collaborate with governments, customers and across the industry to identify where irresponsible drinking takes place and to enable, inform, educate and encourage consumers to drink responsibly.
100% of our markets improve on responsible drinking year on year
100% availability of alcohol-free brews (AFB)
100% responsible drinking messaging through packaging and brand activations
100% of our markets run partnerships to support responsible consumption
Encourage consumers to make positive drinking choices through dialogue and engagement.
In 2021, we reached 33.6 million people through responsible drinking campaigns.
ZERO IRRESPONSIBLE DRINKING IN ACTION
Our team in Malaysia is supporting government efforts to change consumer mindsets and behaviour around drink-driving and on Global Beer Responsibility Day, launched our sixth annual campaign supporting people to #CelebrateResponsibly in partnership with several ride-hailing services. The campaign discouraged drink-driving by offering people discounted rides home after a night out.