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Our Work to Help Reduce Alcohol-Related Harm: Taking Stock

, By: Steve Leroy, Vice-President Legal and Corporate Affairs Europe
Our Work to Help Reduce Alcohol-Related Harm: Taking Stock

As members of the European Alcohol Health Forum (EAHF), we’ve worked in recent years to achieve ambitious commitments by undertaking concrete actions to address alcohol-related harm. And to ensure our words have turned into actions, we’ve asked PricewaterhouseCoopers (PwC) to independently audit our progress. The results of that audit have just been published and we wanted to share it with you.

As the world’s leading brewer and a founding member of the EAHF, AB InBev is fully aligned on the critical importance of reducing alcohol misuse. We strive daily to build a strong, sustainable global enterprise that helps ensure the responsible enjoyment of our products by our consumers. In doing so, we are guided by our Dream to become The Best Beer Company, Bringing People Together For a Better World.

That is why we proposed to implement a number of far-reaching commitments since joining the EAHF. This report covers our performance between 2012 and 2014, as we implemented eight specific commitments touching on a range of areas. These commitments fit into our three-pronged consumer-centric strategy:

  1. We provide our consumers with more choice – including no alcohol and low alcohol alternatives;
  2. We provide information that helps people make the right choice for the right occasion;
  3. We adhere to the highest standards of responsibility when influencing that choice via our sales and marketing activities.

While travelling this journey, we have learned a lot about ourselves and about the high expectations people have for us. Since the inception of the EAHF, we have made our approach even more ambitious, prioritising substantive impact over formal compliance. We stretched ourselves to meet the mark – sometimes we even overachieved, but at times we stayed below our true potential. Still, we’ve been ambitious, jumping into the unknown with new initiatives, and we’ve gained valuable insights as a result.

Looking ahead, we now need to further capitalise on our investments in developing our responsibility programmes, and improve their execution and impact. We will renew efforts to measure the outcomes and impacts under each of our commitments. With the publication of this report, we’re already making our best effort to tackle this challenge by including a detailed account of the input, output and outcomes for each commitment.

At AB InBev, we like to meet and exceed expectations. As we prepare to launch the next generation of commitments, we are thrilled about the journey ahead. 

Steve Leroy

Steve Leroy

Vice-President Legal and Corporate Affairs Europe

I am passionate about making the relationship between business and society harmonious, so both can thrive. My tools to take on this challenge are constant dialogue, mutual trust, clear stories and joint initiatives. I follow current affairs, and I also enjoy interaction with people of all walks of life, because I always learn so much. In addition, I love photography, which is my intense hobby.