On September 18th, Global Beer Responsibility Day will be organized as a joint beer industry initiative for the first time in a number of markets worldwide. During this day we want to emphasize our continuous efforts to remind consumers to enjoy our beers in a responsible way. This event originally started as an initiative by AB InBev back in 2010 and since then we’ve seen similar efforts from other alcohol producers, which we of course welcome as a very positive development.
All individual companies in our sector share a common objective, which is to encourage consumers to enjoy our products in a responsible way. Last year our colleagues in Mexico teamed up with Heineken to successfully organize Global Be(er) Responsible Day together. This year we’ve extended this cooperation with other major brewers into a first real worldwide industry initiative: Global Beer Responsibility Day. We will work together with other brewers in a number of our key markets, including Brazil, Mexico and Russia, to jointly organize responsible server & seller trainings, provide ID-check materials plus other joint activations and communications to engage consumers, customers and other stakeholders. Last year, AB InBev alone achieved a Guinness World Record on collecting 747.496 pledges from selling and serving staff on responsible serving - imagine what we can do together as industry! In lots of markets we still organize our own Global Be(er) Responsible Day, but our aim is to connect more closely with our industry partners in the years to come.
And whilst important, the main objective is of course not to organize Global Beer Responsibility Day together. This day only highlights our current industry efforts and points to so many more opportunities to cooperate as industry in the area of responsible drinking that are ahead of us. In the end – what matters only is that our consumers enjoy their drinks in a responsible and moderate way.