Since the launch of our Global Smart Drinking Goals in December last year, which are aimed at reducing the harmful use of alcohol globally by the end of 2025, we have started to work on new and exciting projects that we would like to share with you.
The Goals reflect our vision to foster a culture of smart drinking globally to reduce the harmful use of alcohol. We commit to changing behavior by positively influencing social norms and empowering consumers through choice. Because we believe that consumers should have access to more and better no- and lower-alcohol beers*, we will substantially expand our product portfolio: no- and lower-alcohol beer products will represent at least 20% of our global beer volume by end 2025, up from less than 9% in 2014. To achieve this Goal, we will invest in growing our existing portfolio of no- and lower-alcohol beers, and we will develop and launch new high quality, great tasting no- and lower-alcohol beers, establishing them as desirable alternatives for consumers through marketing and education efforts. As a result of this effort, we expect to see a reduction in the average alcohol by volume (ABV) across our beer portfolio.
We are excited to share with you an innovative example of our efforts to provide consumers with more choice to make smart decisions: the launch of a “pop-up bar” which only serves no- and lower-alcohol beers. This pilot project will run for the whole month of March in the center of Leuven, the leading university city in Belgium and home of both our Stella Artois brewery and of AB InBev’s global headquarters.
Our pop-up bar focuses on bringing more and new no- and lower-alcohol products to consumers in Leuven, and the university student population in particular. By serving only no- and lower-alcohol beers and “beer mocktails” (a mixture of no-alcohol beer and fruit juices) we provide consumers with a new experience. We are passionate about encouraging interest in and appreciation of this beer segment.
The project was initiated together with external partners, amongst which the City of Leuven and the University of Leuven. Bieke Verlinden, Council member of the City of Leuven, said: “we participated in this idea to bring people together to enjoy their beer in a responsible way”. The University of Leuven, too, has been highly supportive. “This pop-up bar is a good support in building a smart drinking culture,” said Rik Gosselink, Vice-rector of the University of Leuven.
We are looking forward to continue sharing our progress with you. Click here to learn more about our Global Smart Drinking Goals.
*We define no-alcohol beers as having an ABV between 0.0% and 0.5% and lower-alcohol beers as having an ABV between 0.51% and 3.5%.