Not-for-profit organisation the International Alliance for Responsible Drinking rounds up the latest ESG-related efforts from its brand-owner members. Here’s what they were up to in May.
Social
International Alliance for Responsible Drinking CEO Henry Ashworth has written an op-ed for Politico emphasising the importance of relatable, practical information about responsible drinking that helps consumers make their own decisions about their overall health and wellbeing. Noting that sweeping statements claiming there is “no safe level” of alcohol consumption have started appearing in the media in recent years, Ashworth said that this abstinence-focused approach is counterproductive and doesn’t help consumers understand the risks associated with, for example, one drink versus four drinks. Adopting an inclusive and relevant approach to consumption advice, however, alongside comprehensive efforts by all parts of society, can help to accelerate reductions in harmful drinking.
In the UK, the Scotch Whisky Association (SWA) has launched a responsible drinking campaign, ‘Made to be Measured’, to raise awareness of the alcohol content of drinks and recommended weekly units. Meanwhile, in Australia, a DrinkWise initiative in Queensland will promote moderation, respect and responsibility in the state’s pubs, bars and bottle shops. The campaign was launched after DrinkWise polling revealed that Queensland’s risky drinking levels were significantly higher than the national average.
As part of Anheuser-Busch InBev’s wider efforts to promote road safety globally, Grupo Modelo has invested US$9m in telemetry and AI-powered capabilities for its new Control Tower in Aguascalientes. The tower supports AB InBev’s 6,000 drivers across Mexico, Honduras, El Salvador, Colombia, Peru, Ecuador, and the Dominican Republic by remotely monitoring factors such as traffic, mileage and engine temperature, and can even detect signs of driver fatigue and distraction, collision risks and unseen obstacles.
In Hungary, Diageo’s international educational campaign, ‘Smashed’, which is delivered in schools as either a live theatre experience or an online learning experience, has reached the milestone of engaging with 10,000 students since launching in 2019. The programme is supported by Hungary’s national police force.
Pernod Ricard launched its ‘Drink More Water’ campaign in South Korea, the latest in a series of initiatives to promote the importance of responsible drinking. This year’s campaign teams up with one of the country’s leading youth organisations to prevent binge drinking and promote responsible drinking when consuming alcohol.
Environmental
In Australia, Asahi, Coca-Cola Europacific Partners and Kirin-owned Lion’s recycling partnership, the Victorian container deposit scheme, has announced a launch date of 1 November. The project will help create a circular economy for beverage containers, thereby reducing litter. Kirin also announced plans to introduce photovoltaic solar power generation at its Shonan facility in Japan next year. The move is predicted to reduce the plant’s Scope 4 greenhouse gas emissions by 560 tons annually.
In Bermuda, Bacardi has unveiled a ‘greener makeover’”’ at its global headquarters that will further cut its carbon footprint through a combination of new solar and chiller technology, which will reduce CO2 emissions by more than 70% every year. Meanwhile, in Japan, Beam Suntory is celebrating the 50th anniversary of Suntory’s bird conservation activities. Suntory became the main sponsor of the eBird global wild bird database in Japan in 2021, and has provided a total of around JPY600m [US$4.3m] to 494 bird conservation projects nationwide.
In the UK, Diageo announced plans for an advanced aluminium recycling and manufacturing plant as part of a project to reduce carbon emissions. The group previously provided funding to fund the British Aluminium Consortium for Advanced Alloys to build the facility, which will reduce the UK’s reliance on the exporting and importing of aluminium.
In Spain, Heineken is rolling out a 99% recycled beer glass as part of its plan to move towards a circular economy. The company is also expanding its Volte Sempre recycling project in Brazil as part of this circularity agenda, with 143 new recycling machines becoming operational by July and a target of 763 by 2025.
Moët Hennessy has set up a partnership with ChangeNOW that will extend the reach of its ‘World Living Soils Forum’. The partners’ joint commitment will highlight the most promising initiatives and technological advances in the field of soil regeneration, helping to accelerate solutions that have an impact on soil health.
Governance
AB InBev has announced that ‘Cohort 5’ of the 100+Accelerator incubator programme is now accepting applications, marking five years of the project, which was launched in 2018 to support the achievement of the UN’s ‘Sustainable Development Goals’. The programme is co-sponsored by AB InBev, Coca-Cola, Colgate-Palmolive and Unilever, and this year’s applications are open until 30 June.
In Germany, Brown-Forman was recognised with two accolades, being named a ‘Great Place to Work’ by Great Place to Work Institut Deutschland as well as one of the country’s ‘Best Employers for 2023’ among the top 100 companies.
Finally, in India, Pernod Ricard has signed a memorandum of understanding with the Ministry of Skill Development & Entrepreneurship’s National Skill Development Corporation to launch the ‘Livelihood Creation’ project. The initiative will provide skill training to 240 transgender people on market-driven courses in Mumbai as part of efforts to create an inclusive skill ecosystem in the country. The project plans to achieve two goals; to meet the growing demand for a skilled workforce through employment-oriented skill training and to address stigma, abuse, and discrimination against trans people.
Head here for more details on the International Alliance for Responsible Drinking.
