Beer & A Better World - Anheuser-Busch InBev

Promoting responsible Drinking
Beer is enjoyed responsibly by the vast majority
of consumers, but we recognize that our products
may be misused. That’s why, for nearly three
decades, Anheuser-Busch and its nationwide
network of 600 wholesalers have invested
more than $830 million in national advertising
campaigns and community-based programs to
promote responsible drinking and prevent underage
drinking and drunk driving. More information
about the company’s responsible drinking initiatives
is available at www.beeresponsible.com.
In 2008 and 2009, we developed and promoted
responsible drinking programs in several key
markets, focusing on preventing drunk driving,
high-risk drinking and underage drinking.
Key programs included:
responsible Drinking — Program Highlights
Wanna Go Home With Me Tonight? I’m the
Designated Driver — Nov. 23, 2009
To encourage the use of designated drivers
during the holiday season, Anheuser-Busch
launched a new campaign “Wanna Go Home
with Me Tonight? I’m the Designated Driver.”
The campaign included an interactive Facebook
application, www.facebook.com/buddesignateddriver,
to make it fun and easy to organize rides
for upcoming events by allowing adults
to volunteer to be the designated driver or
having the application randomly select one
for the group.
Major League Baseball, The St. Louis Cardinals
Recognize Safe-Ride Home Initiatives For
All-Star Game Festivities — July 10, 2009
To help drive home the importance of responsible
drinking during MLB ® All- Star Week ® events,
St. Louis Mayor Francis Slay joined with Major
League Baseball, the St. Louis Cardinals,
Anheuser-Busch and its local distributors Lohr
Distributing and Grey Eagle Distributing to
announce several designated-driver programs,
including the implementation of the Budweiser
Good Sport program at events being held at
Busch Stadium.
Designated Drivers … Preferred by Kings
Everywhere — May 21, 2009
Richard Petty, the most decorated driver in
the history of NASCAR, and Anheuser-Busch
joined forces on a new Budweiser responsibility
campaign aimed at reminding fans to use a
designated driver.
The Pantry, Anheuser-Busch Partner to Launch
Underage-Drinking Prevention Campaign in the
Southeast — April 30, 2009
The Pantry, Inc. and Anheuser-Busch and its local
distributors launched a new “We I.D.” campaign
to help fight underage drinking and prevent sales
to minors in The Pantry’s 1,650 stores across
the Southeast. The program restricts underage
alcohol sales through enhanced employee
training and various point-of-sale reminders
throughout stores.
Far left: Richard Petty Designated Driver
Ad: Richard Petty, the most decorated
driver in the history of NASCAR, and
Anheuser-Busch teamed up on a new
Budweiser responsibility campaign
aimed at reminding fans to use a
designated driver.
Left: The program is supported by a
full advertising campaign in English
and Spanish featuring the “Wanna
Go Home with Me Tonight?” tagline,
including national TV commercials,
radio commercials and print advertising.
Anheuser-Busch partnered with Major
League Baseball, the St. Louis Cardinals,
Sportservice and TEAM Coalition at the
2009 All-Star Game to implement the
Good Sport program, which promotes a
positive environment by reminding fans
to act responsibly, respect the rights of
others and use a designated driver.
Anheuser-Busch assisted The Pantry
stores with placing “We I.D.” signage
in alcohol displays and on coolers and
“We I.D.” stickers worn by cashiers,
to remind customers who purchase
alcohol they will be asked to show
valid identification.