Beer & A Better World - Anheuser-Busch InBev

56 | Global Citizenship Report 2008-2009
Labatt’s vision is to be
the Canadian leader
in the fight against
drinking and driving
and the country’s
pre-eminent voice
of moderation.
for our senior employees. The “Winning with
Integrity” training includes guidance on how to
apply company ethics and values to the job; how
to identify and avoid conflicts of interest; and
how to handle confidential company information.
In addition, we implemented an online system for
tracking employee compliance and acceptance
of the code.
one Team, one Dream
We recognize that by showing respect for our
people through competitive compensation,
benefits and a safe work environment, we tap
into their innate desire to support our cause
as a responsible corporate citizen.
At Labatt, we saw a 35 percent reduction in our
total injuries in 2009 over 2008. The main drivers
have been increased safety awareness among
all staff and greater supervisory adherence to
weekly environmental and safety checks.
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 Labatt,
we have long acknowledged the seriousness
of abusive drinking and devoted considerable
resources to promoting responsible drinking
and discouraging misuse.
Playing a Pioneering role
Labatt’s vision is to be the Canadian leader in
the fight against drinking and driving and the
country’s pre-eminent voice of moderation. We
have been an industry leader for more than two
decades in encouraging consumers, especially
young adults, to enjoy our beers responsibly and
moderately. We plan to continue building upon
the successful programs we have in place.
Labatt was the first Canadian brewery to launch
a moderation program and the first to introduce
a “near-zero” alcohol beer. Our approach to
promoting responsible enjoyment always has
been a collaborative one. Labatt’s partnerships
across the country with local law enforcement
agencies, urban transit commissions and
organizations such as the Canadian Red Cross
and The Canadian Avalanche Association have
enabled the company to develop campaigns
that promote consumer safety and responsible
drinking behavior.
Labatt formed the first partnership with law
enforcement agencies, student groups and
national TV networks to spread moderation
messages as part of our widely recognized
Know Where to Draw the Line campaign. Through
partnerships with major urban transportation
systems, Labatt has helped people get home
safely with Ride Free on New Year’s programs.
In regions such as Atlantic and Western Canada,
Labatt has collaborated with local partners to
develop educational programs and brochures