MARKETING, ADVERTISING & SALES
As a beer market leader, we take great pride in producing and marketing our beers with quality and care. Our Responsible Marketing and Communications Code helps us strive to ensure that our communications are honest, truthful, in keeping with contemporary standards of good taste, and sensitive to cultural differences between markets. Compliance with the Code is mandatory for all of our marketing, sales, promotion and communications efforts, and includes both traditional, as well as digital media.
The harmful consumption of alcohol is bad for our consumers, our employees, our families, our communities and our business. To shift harmful drinking behaviours, we’re taking steps to shift social norms and behaviours around harmful use of alcohol and ensure every experience with beer is a positive one.
Together with AB InBev, our parent company, we have launched a consumer information website, www.tapintoyourbeer.com, where users can learn more about our products and learn about how to be a Smart Drinking Champion.
We also count on our own colleagues as Smart Drinking Champions. Every year, we participate in Global Be(er) Responsible Day, a day we proudly initiate where dozens of countries, hundreds of organisations and thousands of people working for breweries join efforts to promote the idea of responsible alcohol consumption. In commemoration of the day, our employees across the country step out of their offices and breweries to champion smart drinking behaviour together with our consumers, customers, and communities.
Responsibility must be at the core of everything we do, and responsibility starts with us.
Over the years we have had various smart drinking campaigns, but most reputable is “No Excuse” in 2018 and 2019, “Be Smart Drink Smart” in 2020, “Inter-University Smart Drinking Challenge” in 2021, “The Art of Drinking Smart” in 2022 and most recently ‘Enjoy like a boss, Be a Champion of Moderation” in 2023.
VOLUNTARY LABELLING FOR OUR PRODUCTS
We believe in helping consumers understand why and how alcohol should be consumed within limits.
That’s why we’re collaborating with partners to identify and implement evidence-based ways to increase alcohol literacy among consumers. We have committed to placing a guidance label on all our primary and secondary packaging of our products by the end of 2023.
Alcohol literacy is critical to every job function within our company and that is why we are running compulsory Alcohol Literacy Training programs to better educate our employees. Understanding the risks of harmful consumption and the best practices of smart drinking is a responsibility every one of our colleagues shares.
