Global Be(er) Responsible Day (GBRD) is a day where industry, business, government and civil society partners around the world come together to promote responsibility, and encourage our friends, colleagues, and communities to “Drink Smart Today, Celebrate Tomorrow.”
That day, and all days, we at AB InBev work to advance our ambitious Global Smart Drinking Goals, helping to make every experience with our beer a positive one.
On September 15 2017, more than 60,000 of our colleagues in breweries and offices around the world spread Smart Drinking messages. We engaged directly with more than 460,000 consumers about GBRD, and reached more than 300 million people through traditional and social media activity. And, our colleagues visited more than one million places – such as shops, bars and wholesalers – where consumers see or drink our beers.
In Europe, over 3000 of our employees helped to expand our work together with key European and local partners. For example:
In Belgium, we offered tastings of no-alcohol beer Jupiler 0.0 and partnered with the Jupiler Pro Soccer League;
In the U.K., we pre-launched Budweiser Prohibition, the latest, great-tasting member of the Budweiser family, which contains 0,0% alcohol;
In Spain, we announced a partnership with the Association of Spanish Footballers (AFE) and its team to implement a program to educate both parents and students on smart choices around alcohol in their schools;
In Russia and Ukraine, we visited over 35000 bars and restaurants to engage with bar owners, bar tenders and waiters on the topic of underage serving;
In Germany, we distributed several hundred samples of Franziskaner non-alcoholic beer in the city centre of Bremen, at the same time re-engaging the citizens of Bremen on our initiatives to curb drink driving.
At AB InBev, we are committed to Smart Drinking, and have worked hard over the past 30 years to raise awareness and take action to reduce the harmful use of alcohol.
GBRD 2017 sets a great precedent for the future. We are proud of our collective accomplishments in Europe this year – one step in our long-term commitment to promote smart drinking around the world.