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
We promote the responsible behaviors among consumers through social norms marketing techniques.
Invest $1 billion USD across our markets in dedicated social marketing campaigns and related programs by the end of 2025.
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. 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.
From 2016 to 2021, we invested a total of USD 472.08 million across our markets in dedicated social marketing campaigns and programs to influence social norms and individual behaviors to reduce the harmful use of alcohol, as follows:
- 2016: Investment of USD 64.21 million
- 2017: Investment of USD 71.66 million
- 2018: Investment of USD 61.24 million
- 2019: Investment of USD 58.20 million
- 2020: Investment of USD 76.03 million
- 2021 Investment of USD $140.74 million
Limited external assurance has been provided by KPMG in this respect and you can find the latest assurance report from KPMG and latest reporting criteria 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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