Europe’s brewers renew their pledge with #BeerWisdom
As part of the second Global Beer Responsibility Day, The Brewers of Europe, representing over 6,500 brewers in Europe, has launched a new digital campaign to support responsible beer consumption – #BeerWisdom www.beerwisdom.eu and released the latest reporting on the roll-out of the European Beer Pledge.
The Third Report - 2012-2015 on the European beer pledge states that since its launch in the European Parliament in 2012, Europe’s brewers have continued to step up with activities in line with the pledge and in doing so, the brewing sector has contributed to the implementation not just of the EU Strategy to support Member States in reducing alcohol-related harm, but the CNAPA Action Plan, the WHO Global Strategy, the WHO Euro Action Plan and national alcohol plans across the EU. Brewers are now responsible for the roll-out of over 130 commitments made under the EU Alcohol and Health Forum, well over a third of all the commitments made by Forum members.
The report covers a selection of activities carried out until end 2015 and seeks to provide a picture of the extent of brewer activity in support of the Pledge. The report has been reviewed by the independent third party KPMG Sustainability, which requires all significant claims within the report to be backed up by evidence.
Carlsberg promotes responsible drinking with 20 million people in 20 countries
On 15 September, the Carlsberg Group, together with business partners and social organisations celebrated the third annual Global Beer Responsibility Day.
Across its markets, Carlsberg ran a variety of programmes aimed at promoting responsible drinking and reducing irresponsible consumption - including the prevention of drink driving and underage drinking, server and seller training efforts and consumer education programmes. Carlsberg also promoted its range of alcohol free beers to give consumers a broader set of choice at different drinking occasions, aiming to reach over 20 million people in 20 markets on the day together with partners such as restaurants, bars, authorities and NGOs.
As part of its new sustainability programme, Together Towards ZERO, Carlsberg has set a vision for a society without irresponsible drinking along with ambitions of ZERO carbon emissions, ZERO water waste and ZERO accidents. By 2030, Carlsberg aims to see a continuous reduction in irresponsible drinking across all of its markets in support of the World Health Organisation’s (WHO) objective to reduce harmful drinking, and Sustainable Development Goal #3 - to ensure healthy lives and promote well-being for all ages.
Cees ‘t Hart, CEO of the Carlsberg Group, said: “On Global Beer Responsibility Day we celebrate the positive role of beer in society and our year-round efforts to promote responsible drinking. It is a strong example of how we are working towards our ambition of a society with ZERO irresponsible drinking, as part of our new sustainability programme, Together Towards ZERO. I am particularly pleased to see so many of our business partners and stakeholders joining us in collective solutions to important societal challenges.”
In Denmark, Carlsberg raised awareness about the risk of cycling while under the influence of alcohol. Through partnering with the Danish Road Safety Council and a Copenhagen-based taxi company, the beer brand encouraged drinkers to leave their bikes by offering a free taxi-ride home.
Carlsberg Sweden activated a mobile alcohol free mini bar in Stockholm to sample alcohol free beer, and ran a social media campaign around responsible choices for the right occasions.
In India and China the local Carlsberg companies are collaborated with local polices authorities, bars, restaurants and other partners to raise awareness about the risks of drink driving.
AB InBev to invest $1 bn globally on smart drinking programme
Also on Global Beer Responsible Day, Anheuser-Busch InBev announced an investment of USD 1 billion on a global programme that aims to reduce harmful use of alcohol by end of 2025. The funds will be used on social marketing campaigns and related programmes in India and other countries.
AB InBev has launched a multi-city pilot programme in six cities around the world to reduce the harmful use of alcohol by 10%. By the end of 2025, the company is also aiming to expand their product portfolio to ensure that at least 20% of AB InBev's global beer volume is 'No or Lower-Alcohol' to reduce harmful alcohol use, it said.
In India, the company has partnered with the National Restaurant Association of India (NRAI) as well as the Ola Cabs to work together to expand the message of smart and responsible drinking. AB InBev- India Business Unit President Ben Verhaert said: "Our theme this year promotes the idea that making smart choices about drinking today helps make tomorrow possible." The company said it has rolled out a new campaign called 'Who's Your Bob' for consumers in four cities - Bengaluru, Gurgaon, Hyderabad and Mumbai with an aim to promote the message of not drinking and driving.