In order to ensure a long-term and sustainable reduction of harmful drinking, alcohol consumers behaviors need to shift.
The largest traded company in the JSE AbInbev is driving meaningful impact through the Global Smart Drinking Goals (GSDGs), launched in 2015.
These goals encapsulate AbInBev efforts to make a deeper investment in programs that measurably shift social norms and behaviors around harmful alcohol use.
This initiative will also help to empower consumers to make smart drinking choices by ensuring they have access to No- and Lower-Alcohol options and robust health information about the products they are consuming. AbInBev programs and initiatives in these areas have been developed in partnership with public health experts to ensure the company is following highest level of technical and scientific evidence approach.
The company aims to the following:
Launch the first Global Smart Drinking Goal aimed to reduce the harmful use of alcohol by 10% in six pilot cities. This will be done while working with experts to examine a combination of factors to determine where ABInbev could best make an impact.
Over the course of the next few years, the company has committed to investing at least 1 billion US Dollars across markets to dedicated social marketing campaigns and programs to influence social norms and behaviors around alcohol consumption.
“As the leading beer company in the world, our portfolio consists of over 5,000 beer brands that span local and international markets. This reach enables us to build strong connections with diverse consumers around the world and join together with communities to be the agents of change for environmental and social stewardship. As our Better World report demonstrates, we are working to bring our Better World commitments to life through our brands. In 2017, we plan to build on this foundation with additional activations, using both global and local brands”