Reduce the harmful use of alcohol by at least 10% in six cities* by the end of 2020. Implement the best practices globally by the end of 2025.
(*Leuven in Belgium is one of the cities in the this pilot)
It’s at the core of our beliefs, it’s why we are also firmly committed to fostering a culture of smart drinking and supporting our customers to make responsible choices.
We take our role in shifting social norms and behaviours around the harmful use of alcohol very seriously. It’s the right thing to do for our customers and everyone we work with. Our business is beer and we want to make sure that every experience with beer is a positive one! That's why we have set ourselves four important Smart Drinking goals.