Beer & A Better World - Anheuser-Busch InBev

42 | Global Citizenship Report 2008-2009
InBev Belgium is stepping up its efforts to
increase awareness on the dangers of underage
drinking through its Respect16 campaign.
Our work force is predominantly male, due to
the high number of male production workers
that make up more than half of all InBev Belgium
employees. In our white-collar work force, males
also make up a higher percentage than women.
Of all newly employed white collar workers in
2008, however, about 30 percent were female.
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 InBev
Belgium, we have long acknowledged the
seriousness of abusive drinking and devoted
considerable resources to promoting responsible
drinking and discouraging abuse.
In 2008 and 2009, we developed and promoted
responsible drinking programs, focusing on
drink/drunk driving, high-risk drinking and
underage drinking. Key programs included:
responsible Drinking — Program Highlights
Respect16
InBev Belgium is very conscious of the current
social debate on alcohol consumption, focusing
particularly on the dangers of underage drinking.
As a brewer, we are against underage drinking. It
is part of a negative drinking culture, and it is in
our immediate interest to promote and support
a positive drinking culture. InBev Belgium is
stepping up its efforts to increase awareness on
the dangers of underage drinking through its
respect16 campaign.
Respect16 was created by InBev Belgium in 2008
and was adopted by the Union of Belgian Brewers
in 2009. The campaign also was expanded
through collaboration with major festivals and
with the cities of Liège and Brugge. The main
objectives of the project are to raise awareness
and increase enforcement of the legal drinking
age with the on-trade channel and to increase
public support for the need for respecting 16 as
the minimum drinking age. To this extend InBev
Belgium consulted with experts and reached out
to stakeholders while developing the program.
InBev Belgium uses its own distribution channels
and public media to promote the idea of not
providing alcohol beverages to individuals under
the age of 16 for both on- and off-premise
accounts. We want adults to help young people
make a responsible choice. Some of the details
of the Respect16 campaign are as follows:
• Has the objective of creating a dialogue
around the importance of respecting a legal
drinking age.
• Is a platform to communicate with retailers
who might provide beer to individuals who are
under 16.
• Has been developed under the guidance
of experts, taking into account research
on underage drinking and influencers of
young people.
• Is a communications campaign using a
dedicated Web site for in-depth information.
The program features a set of tools to help
on- and off-trade personnel, as well as parents
and other adults, who may be faced with
underage teens attempting to obtain alcohol.
The program helps adults say “no” in a friendly,
constructive and good-spirited way.
• not a promotional campaign for our products
but a way to promote responsible drinking and
protect our business and brands.
• Incorporates best practices from responsible
drinking initiatives implemented in other
markets across the company.
Key message: ‘Geen bier serveren onder de 16,
een kwestie van Respect.’
‘Ne pas servir de la bière au moins de 16 ans,
c’est du Respect.’
‘Do not serve beer to under 16s. That’s Respect.’