SMART DRINKING BELIEFS
Fostering a culture of Smart Drinking
We want every experience with beer to be a positive one. Therefore, we are working across sectors to disrupt harmful drinking
Beer has been part of cultures around the world for thousands of years, and we believe that every experience with beer should be a positive one. With our global affiliation, we are brewing beers and building brands that will continue to bring people together for a better world for the next 100 years and beyond. This relies on thriving communities across the globe where harmful drinking no longer presents a social challenge.
Our Smart Drinking commitments, and the beliefs that underpin them, will help make this vision a reality.
We believe in and share the WHO and UN Sustainable Development Goals’ ambition to reduce the harmful use of alcohol by 10% by 2025 – and that means, we have set ambitious Global Smart Drinking Goals for ourselves.
We believe that harmful consumption of alcohol is bad for our consumers, our colleagues, our families, our communities, and our business – and that means, we take seriously our responsibility to help reduce and prevent the harmful use of alcohol across the country.
We believe when you drive you should never drink – and that means, we fully support all targeted legislation and enforcement measures that have been shown to reduce impaired driving, including strict mandatory BAC limit of 0.08% in Uganda.
We believe in helping consumers understand why and how alcohol should be consumed within limits – and that means, we are working with partners to increase alcohol literacy among consumers.
We believe the way we market our products matters and must be responsible – and that means, we work hard to ensure our marketing does not target underage consumers, reflects good taste and decency, and does not idealise harmful alcohol consumption or behaviours.
We believe that our products are not to be consumed by under-aged drinkers – and that means, we promote, support and implement programs, public policies and campaigns to prevent, discourage, and reduce underage drinking.
We believe there is more work to do and that we don’t have all the answers – and that means, we are open to collaborate with public health experts, governments and other partners who are willing to work with us, and listen to those with ideas for how we can accelerate or improve our progress.