Beer & A Better World - Anheuser-Busch InBev

Promoting responsible Drinking
Beer is enjoyed responsibly by the vast majority
of consumers, but we recognize that alcohol
misuse may cause harm. That’s why at Cervecería
y Maltería Quilmes, we have long acknowledged
the seriousness of abusive drinking and devoted
considerable resources to promoting responsible
drinking and discouraging abuse.
In 2008, we developed and promoted responsible
drinking programs in several key markets, focusing
on drink/drunk driving, high-risk drinking and
underage drinking. Key programs included:
responsible Drinking — Program Highlights
2008 and first Half 2009
Vivamos Responsablemente
• Talks for Parents/Guide for Parents
• Relationship between parents
and teenage children
• www.vivamosresponsablemente.com
• Talks for Teenage Children
• Promotion of positive values/
Underage drinking
• www.vivamosresponsablemente.com
Designated Driver
• A program to help prevent drunk driving
“If you drink, don’t drive”
• A campaign to help prevent drunk driving
“Taxi”
• A campaign to help prevent drunk driving
“+18=Responsible Sales” and “We ID”
• Point-of-sale and educational materials for
use at retail outlets to help prevent sales to
minors and underage drinking
Quilmes Code
• Self-regulation commercial
communication code
Breathalyzer donations
• To help prevent drunk driving
Responsible Sponsorship
• Quilmes Rock, Andes Vivo — Gira Norte
— Promoting responsible consumption
and preventing drunk driving
Outdoor ads / Static ads in stadiums
• Advertising to help prevent drunk driving
aWarDS
• 2008 Eikon Prize: “Vivamos Responsablemente”
• 2009 Eikon Prize: “Vivamos Responsablemente:
a prevention and awareness platform in
recreational spaces other than classrooms”
• 2009 “Best Practice in Youth Policies and
Programs in Latin America and the Caribbean”
from the Center for the Implementation of
Public Policies Promoting Equity and Growth
(CIPPEC) “Construyendo ciudadanía: acceso
a la salud y a los derechos en la adolescencia”
(Building Citizenship: Access to health and
rights in adolescence).
Global Citizenship Report 2008-2009 | 37
The “We iD” and “We don’t sell
alcohol to minors” are some of the
materials of the “+18=Responsible
Sales” Campaign. This campaign is
intended to raise awareness at retail
outlets of the responsibility not to sell
alcohol to those under the age of 18.