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Our Global Smart Drinking Goals
For more than 30 years, we have invested in efforts to promote responsible drinking and discourage the harmful use of alcohol, including binge drinking, underage drinking and drink driving. We are deepening our commitment to reduce the harmful use of alcohol with the launch of a new set of Global Smart Drinking Goals to be achieved by end 2025.
Our Leaders and External Experts Discuss the New Goals
Changing Behaviors Through Social Norms
Achieving our vision of a global culture of smart drinking necessitates a change in consumer behaviors around harmful alcohol use. As the leading global brewer, we believe that we have a key role to play in contributing to this change. With our goals, we are making a deeper investment in evidence-based solutions and programs that measurably shift social norms and behaviors around alcohol use.
Goal: Reduce the harmful use of alcohol by at least 10% in six cities by 2020 and implement the best practices globally by end 2025
We are launching multi-year pilots to reduce the harmful use of alcohol by 10% in six cities around the world, as measured against baseline research to be conducted by the end of 2016. These projects will explore collaborative, innovative and effective approaches and identify best practices to implement across all of our markets by end 2025.
Cities will be selected across the following markets (representing our six geographical Zones): China, Belgium, Brazil, Argentina, Mexico, and United States, using a set of independently devised eligibility criteria that optimize the potential for program impact. In partnership with experts, governments, law enforcement, NGOs, academics, health professionals, and other key stakeholders, we will support evidence-based strategies to help prevent the harmful use of alcohol as well as test new programs, innovations and technologies.
Building on the learnings identified in the pilot cities, we will identify best practices and develop local implementation plans to be rolled out across all of our markets by end 2025.
Goal: Influence social norms and individual behaviors to reduce harmful alcohol use by investing at least 1 billion USD across our markets in dedicated social marketing campaigns and related programs by end 2025
We are committing to help influence social norms to reduce harmful alcohol use by investing at least 1 billion USD across our markets in dedicated social marketing campaigns and related programs by end 2025. We will work in partnership with experts in social and behavior change communications to design science-based social marketing campaigns and community-based, social norms programs. We will also explore other programs to reduce harmful alcohol use, including those focused on strengthening health literacy in order to positively contribute to behavior change.
Empowering Consumers Through Choice
Empowering consumers to make smart drinking choices begins with ensuring that they have access both to No- and Lower-Alcohol options and health information about the products that they are consuming. That’s why we are committed to launching new No- and Lower-alcohol product choices for consumers as well as providing critical health guidance information on all of our product labels.
Goal: Ensure No- or Lower-Alcohol* beer products represent at least 20% of AB InBev’s global beer volume by end 2025
We believe that consumers in all of our markets should have access to No- and Lower-Alcohol products. By end 2025, we will expand our product portfolio to ensure at least 20% of our global beer volume is No- or Lower-Alcohol. We will develop and launch new high quality, great tasting No- and Lower-Alcohol products and establish them as desirable alternatives for consumers through marketing and education efforts.
In addition, we will monitor the impact on our average alcohol by volume (ABV) annually. We anticipate a reduction of at least 10% by end 2025.
* We define No-Alcohol products as having an ABV between 0.0% and 0.5% and Lower-Alcohol products as having an ABV between 0.51% and 3.5%.
Goal: Place a Guidance Label on all of our beer products in all of our markets by end 2020 and increase alcohol health literacy by end 2025
For consumers to make smart choices, they need information. We will make critical health information available to all consumers by placing a guidance label* on all of our beer products in all of our markets by end 2020 and significantly increase alcohol health literacy by end 2025. The label will be developed by an independent group of technical experts and may include information about alcohol content, as well as other facts about the product that can help to improve alcohol health literacy and positively shift consumption patterns. By the end of 2025, we will assess our impact by measuring the increase of overall alcohol health literacy.
* The guidance label will be implemented in those markets where there is not already government mandated labeling in place, and where it is permissible by local regulation.
Evaluating & Tracking Goal Progress (2015-2025)
We know that our Goals will take time and effort. Through partnerships across sectors and with technical guidance from experts, we are confident that we will have a greater impact on reducing harmful alcohol use globally.
We believe that it is essential to create an independent implementation and monitoring & evaluation framework for our Goals that is transparent, credible and delivers results. We will do this by providing grants to fund a global thought leadership and program coordination body made up of independent academic, public health and/or policy institutions.
This body will oversee and coordinate a team of recognized experts and public health leaders. These experts will then select the institutions that will manage global program implementation and monitoring & evaluation over the next 10 years.
These experts will have full independence to directly advise and counsel AB InBev on all aspects of the Global Smart Drinking Goals. This includes full independence to measure and evaluate all of the programs that will be deployed to achieve the Global Smart Drinking Goals 2015-2025.
AB InBev will publicly report on progress of the Global Smart Drinking Goals.
Key Performance Indicators
Click here to learn about our previous set of Global Responsible Drinking Goals 2011-2014