Annual Report 2010 - Baltika Breweries

Corporate Social Responsibility
Community Engagement
Caring for communities is one
of the basic principles of the
Company’s operations. We are
aware of the impact that we
have on local communities
in which we operate, as well
as our opportunities to cooperate
with them. Therefore, we take
responsibility for making a positive
contribution to these communities’
development.
Beer Patrol
In 2010, Baltika continued
implementing its social project
“Beer Patrol,” which was originally
launched in 2008. The Project
looks to pursue public control
over complying with the law that
prohibits beer sales to minors.
Public inspections are carried
out at all public events hosted by
Baltika and in all retail outlets.
In 2009, the Company carried
out inspections to prevent the
improper and negligent conduct
of sellers in 24 Russian cities,
including: Astrakhan, Voronezh,
Volgograd, Yekaterinburg,
Ivanovo, Krasnodar, Krasnoyarsk,
Lipetsk, Moscow, Novomoskovsk,
Novosibirsk, Penza, Omsk,
Rostov-on-Don, Samara,
St. Petersburg, Sochi, Stavropol,
Tambov, Tula, Ufa, Khabarovsk,
Chelyabinsk, Yaroslavl and
Alma-Aty in Kazakhstan. In 2010,
Belarus and three additional
Russian cities — Kaluga, Kursk
and Orel — also joined the project.
In 2009–2010, the Company
conducted 80 raids and inspected
approximately 1,000 retail outlets
and reported violations in roughly
one third of them.
Beer Patrol is expanding its geographic coverage,
increasing the number of program participants and
shifting the emphasis on the Company’s involvement
in the project. The Company acts less as an inspections
organizer and more as an expert assisting in the
supervision and public organization of efforts to combat
legal violations. In 2010, the Company sponsored the
Public Control initiative in Yekaterinburg, Civil Patrol
in Samara and Public Control raids in the Southern
Federal Region towns.
Project efforts include putting up a special sign “Are you
18? Prove that!” in retail outlets, as well as educating
sales personnel about necessary steps to check a buyer’s
age. These efforts are preventive in nature and enable
the Company to reduce the amount of unauthorized beer
sales to persons under the age of 18.
Are you 18? Prove it! The sale of beer to minors is prohibited. It’s the low!
You can show your passport, driving license or student card
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