'Be Responsible.' It's a simple reminder that will take on heightened importance today thanks to Anheuser-Busch InBev (Euronext: ABI) (NYSE: BUD). The company is celebrating Global Be(er) Responsible Day on Wednesday, September 15, with the help of its employees; distributors and wholesalers; bars, clubs and stores; law enforcement; and community partners to promote responsible drinking. This is the first time Anheuser-Busch InBev and its employees will promote the company’s responsible drinking programs on the same day, in more than 20 markets around the world in which the company operates.
Carlos Brito, Chief Executive Officer of Anheuser-Busch InBev, noted: 'We brew our beers to be enjoyed responsibly by those of legal drinking age. Today, we're sending our employees out into local communities around the world to emphasize this commitment and to reinforce that our company and our responsible drinking programs are part of the solution to alcohol abuse issues. As the world’s leading global brewer, we take seriously our role to encourage the responsible enjoyment of our products.'
Today on Global Be(er) Responsible Day, Anheuser-Busch InBev employees around the world are partnering with local wholesalers, retailers and bars to promote responsible enjoyment of its products.
- In the United States, employees are bringing to life the successful 'We I.D.' program by distributing tools to retailers that remind consumers they will be asked to show I.D. before purchasing alcohol, as well as working at beer concession stands at a St. Louis Cardinals baseball game. Employees also pledge to act as designated drivers for their friends and family during the upcoming weekend.
- In Argentina, employees are engaging with local pub owners to discuss the importance of properly checking I.D.s of customers in order to prevent underage drinking.
- In Western Europe, Global Be(er) Responsible Day activities are focusing on encouraging the use of designated drivers and on promoting AB InBev's successful, long-running educational campaign 'Family Talk About Drinking' within breweries and offices to encourage employees to talk with their children to help prevent underage drinking.
- In China, AB InBev is using Global Be(er) Responsible Day to expand its successful designated driver program to the city of Harbin. The program is a partnership between the company, retailers, local law enforcement, and celebrity spokespersons that engages AB InBev promoters as 'Safe Driving Ambassadors' to raise awareness about the importance of designated drivers.
These activities are an extension of Anheuser-Busch InBev's ongoing, year-round efforts to encourage responsible drinking. The company has promoted the expansion of its best-in-class designated driver programs tailored to its markets, expanded the global reach of programs aimed at preventing underage drinking and encouraged the production of low- or no-alcohol products in certain markets. Such ongoing programs include:
- Anheuser-Busch InBev has committed to expanding the reach of programs aimed at preventing underage drinking, such as 'Family Talk About Drinking,' a program first piloted in the United States. In Argentina, 'Vivamos Responsablemente' ('Let's Live Responsibly') is an educational program that helps high school students cope with challenges in a healthy way by emphasizing parents' important role in maintaining an open dialogue with teenagers.
- In Belgium, The Bob campaign, a designated driver initiative, was launched in 1995 by the brewing industry and the Belgian Institute for Road Safety (BIVV/IBSR). Today, the initiative is a partnership between the BIVV/IBSR; Assuralia, the Belgian federation of insurance companies; and the Union of Belgian Brewers, which includes InBev Belgium. The Bob campaign was an instant hit, changing people's attitudes toward drinking and driving and has been replicated in 16 other European countries with support from the European Commission.
- This year, Anheuser-Busch InBev China partnered with the Road Traffic Safety Association of China (RTSAC) to launch a full-year campaign to promote designated driving across the country. The campaign included the country's first-ever designated driver TV commercial, which was used to popularize the concept of the designated driver among hundreds of millions of people in China. Initially rolled out in Beijing, the program has since been introduced to several other major cities including Xiamen, Shanghai, Nanjing, Guangzhou, Foshan and Kunming.
- In Russia, Anheuser-Busch InBev joined with other major beer companies in the 'Are You 18? Prove It!' campaign to provide signage to retailers and host educational events. Checks were also conducted at retail outlets to advance the program.
Anheuser-Busch InBev's work to promote responsible drinking on a global scale is one of three core pillars of the company's Better World plan. Anheuser-Busch InBev's Better World global goals also include commitments to lighten the company's impact on the environment and to give back to the communities in which the company operates.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depository Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world's top five consumer products companies. A true consumer-centric, sales driven organization, Anheuser-Busch InBev manages a portfolio of well over 200 beer brands that includes global flagship brands Budweiser, Stella Artois and Beck’s, fast growing multi-country brands like Leffe and Hoegaarden, and strong 'local champions' such as Bud Light, Skol, Brahma, Quilmes, Michelob, Harbin, Sedrin, Klinskoye, Sibirskaya Korona, Chernigivske, and Jupiler, among others. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico's leading brewer and owner of the global Corona brand. Anheuser-Busch InBev's dedication to heritage and quality is rooted in brewing traditions that originate from the Den Hoorn brewery in Leuven, Belgium, dating back to 1366 and the pioneering spirit of the Anheuser-Busch brewery, which traces its origins back to 1852 in St. Louis, USA. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser-Busch InBev leverages the collective strengths of its approximately 116,000 employees based in operations in 23 countries across the world. The company strives to be the Best Beer Company in a Better World. In 2009, the company realized revenue of 36.8 billion USD. For more information, please visit: www.ab-inbev.com.
About Better World
Through our commitment to be the Best Beer Company in a Better World, Anheuser-Busch InBev is the beer industry leader in social responsibility initiatives, ranking as the No. 1 brewer in social responsibility in FORTUNE Magazine's 'World's Most Admired' beverage companies' list. Our Better World efforts focus on three pillars: promoting responsible drinking; protecting the environment; and giving back to the communities in which we live and work. Around the world, we develop and implement social responsibility programs and campaigns in partnership with parents, government officials, community organizations, retailers and others. From promoting responsible drinking messages on some of the world's most watched television programming, to turning coconut husks into renewable energy to fuel our breweries, to volunteering in the community, Anheuser-Busch InBev and its employees are committed to making a difference.
For more information about Anheuser-Busch InBev and Better World, please visit: www.ab-inbev.com.