Smart Drinking
We are committed to using the core capabilities of our business to promote moderation and responsible drinking behaviors. We do this using evidence-based initiatives. This is what we call Smart Drinking. We believe this is good for our consumers, communities, and business.
Products Portfolio
When consumers substitute strong alcohol beverages with beer, or when they incorporate in their drinking occasions the consumption of no-alcohol beer, both moderation and responsible drinking are reinforced and public health outcomes at aggregate levels may improve. We are committed to expanding our no-alcohol beer offerings.
Creative Social Norms Marketing
Beer is part of celebrating life’s moments throughout the world. As the world’s leading brewer, the company is committed to promoting moderation and responsible drinking. We promote moderation and responsible drinking among consumers through social norms marketing techniques.
We’ve committed to investing at least $1 billion USD across our markets in dedicated social marketing campaigns and programs to influence social norms and individual behaviors to reduce the harmful use of alcohol by the end of 2025. This goal is not just about spending a specific amount, but rather spending with impact. This requires the implementation of evidence-based campaigns and programs grounded in social norms and social marketing theory.
In 2022 we invested a total of 207.39 million USD across our markets in dedicated social marketing campaigns and programs to influence social norms and individual behaviors to reduce the harmful use of alcohol, and in accordance with the reporting criteria highlighted and disclosed here below on our website. From 2016 to 2022 cumulatively 679.47 million USD was invested as follows:
- 2016: USD 64.21 million
- 2017: USD 71.66 million
- 2018: USD 61.24 million
- 2019: USD 58.20 million
- 2020: USD 76.03 million
- 2021: USD 140.74 million
- 2022: USD 207.39 million
The 2016-2025 target amount of 1 billion USD, the reported actual amount of 207.39 million USD for 2022 and the reported cumulative actual amount of 679.47 million USD for 2016-2022 are comprised of the amounts actually invested or spent in USD by AB InBev, and of the USD amount estimated by AB InBev to represent the opportunity cost of smart drinking packaging, in accordance with the AB-InBev smart drinking categories and reporting criteria of which the latest version can be consulted here on our website.
Independent limited assurance procedures have been performed by KPMG in this respect and you can find the latest independent limited assurance report from KPMG here.
The Power of Innovation and Technology
We use data and innovative technology to find innovative solutions that promote moderation, using our BEES and DTC digital platforms.
The Power of Innovation and Technology
We use data and innovative technology to find innovative solutions that promote moderation, using our BEES and DTC digital platforms.
Partnerships
We build champions of moderation throughout our value chain and are open to partnering with stakeholders willing to lead and join forces on evidence-based initiatives that promote responsible drinking in our communities.
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