Social
In the US, AB InBev visited Georgetown University’s McDonough School of Business to discuss the results of its ten-year ‘Global Smart Drinking Goals’ (GSDG) programme with students and faculty. The brewer launched the US$1bn GSDG project in 2015 to support the WHO’s target of reducing harmful drinking globally by 10% by 2025.
The business school recently published a case study evaluating the programme, providing AB InBev with an opportunity to reflect on what worked, what didn’t and how it can continue scaling evidence-based best practices – including social norms marketing and collaboration with academics, governments and civil society.
(Click on the image below to view and/or download the case study.)
Asahi’s long-running ‘Smart Drinking (SmaDori)’ initiative in Japan was recognised by the country’s Consumer Affairs Agency (CAA) with an award for ‘Consumer‑Oriented Management’. The CAA’s award highlights initiatives that enhance social value through co‑creation and collaboration with consumers.
The group launched the initiative in 2022, aiming to contribute to a society where people can enjoy social occasions regardless of their drinks preferences, encouraging responsible consumption. The company has since invested in no- & low-alcohol drinks innovations, discontinued the launch of new high-ABV RTDs and worked with local communities and universities to promote an inclusive responsible-drinking culture.
Also in recent weeks, Asahi collaborated with university students in Japan to develop a new board game to promote responsible drinking. The ‘Care & Cheers’ game will be used in university and workplace seminars on responsible drinking.
In Sweden, Carlsberg’s record for producing the world’s smallest beer bottle in 2025 has been overturned by students from the KTH Royal Institute of Technology, with a new bottle that is four millimetres tall. The original 20-millimetre bottle, unveiled by the brewer last year, was created as an attention-grabbing symbol to promote moderation. Carlsberg has immediately challenged students to break its record by creating “the most moderate beer ever made,” which will serve as a “natural conversation starter” about responsible drinking.
Over 146,000 teenagers in Angola have now been made aware of the risks of underage drinking through Diageo’s global educational initiative ‘Smashed’. Since the programme was implemented in Luanda in 2022, students across 313 schools have joined its interactive workshops, which promote debate and reflection on the dangers of alcohol consumption. The Smashed programme is in its 21st year, and has reached over 8m young people worldwide.
In the US, Molson Coors Beverage Co’s Miller Lite brand fronted its latest Free Rides initiative, offering safe bus journeys home all night long to St. Patrick’s Day revellers in Milwaukee and Minneapolis. Since 1998, the project has provided nearly 10m free rides nationwide.
Environment
Carlsberg has launched its refreshed ‘Brewing Tomorrow’ ESG programme, raising its ambitions on emissions reduction while adapting its sustainability roadmap to account for its purchase of Britvic in 2024. The initiative introduces a more intuitive ESG structure and updated targets across the group’s four pillars: cutting carbon, protecting nature, inspiring choice and empowering people. Following the Britvic acquisition, Carlsberg’s previous commitment to reaching zero carbon emissions at its breweries by 2030 has now been updated to a 90% reduction in emissions “from own operations” by 2032.
Moët Hennessy will be holding the third edition of its ‘World Living Soils’ forum at Luma Arles in France in June. The company set up the forum in 2022 to accelerate and scale up regenerative practices worldwide by bringing together scientists, farmers, institutions, NGOs, start-ups, investors and companies to share knowledge, innovations, solutions and best practices.
This year, representatives from Pernod Ricard will be joining Moët Hennessy and other partners on the forum’s Advisory Board. Experts will work to promote new operational solutions at both local and international levels, to enrich the event’s editorial perspective and build the 2026 programme.
In Japan, Suntory will be participating in the International Horticultural Expo 2027 in Yokohama. GREEN×EXPO 2027’s main theme will be ‘Scenery of the Future for Happiness’, the concept that flowers, greenery, agriculture and food support human lives and daily living, bringing inspiration and happiness across generations and cultures. Suntory will promote a sustainable future in which people can coexist with nature, opening a hydrogen-powered restaurant at the expo and holding exhibitions and demonstrations on circular horticulture and agriculture solutions in the restaurant’s garden.
Governance
Bacardi is expanding its global ‘Shake Your Future’ free bartender training platform, which offers young adults the skills necessary for a career in hospitality. After launching the latest instalment of the programme in Scotland at the beginning of 2025, Bacardi is now expanding to Puerto Rico, Poland and other countries. To date, Bacardi has helped to train hundreds of young bartenders through the programme, which also helps graduates to secure their first job behind the bar by identifying and facilitating career opportunities with industry partners.
In Namibia, Heineken’s Namibia Breweries Limited (NBL) unit has been training local businesses on promoting responsible drinking and moderate consumption in their workforces. NBL’s initiative was created to help companies address alcohol misuse and strengthen wellness and safety programmes within their organisations. Stakeholders said that the informative training programme will greatly support their efforts to strengthen awareness around responsible consumption among their staff.
Back to Japan, and Kirin is continuing its partnership with the Japan Football Association (JFA) for its eighth annual walking football event in Chiba. The ‘Kirin Family Challenge Cup’ was first held in 2022, based on the concept of “a day when families become a team”. Kirin is inviting adults and children to participate in the event, regardless of soccer experience, age, gender or physical ability, where a number of JFA players will join them to create connections between people through the fun of soccer.
Finally, in France, Moët Hennessy is launching an internal responsible drinking campaign, created by employees for employees. ‘I Drink Respectfully’ will promote Moët Hennessy’s culture of moderation, respect and responsibility, as part of its commitment to foster responsible drinking both within its community and beyond.
