Social
As the workforce increasingly expands to include multiple generations, the International Alliance for Responsible Drinking has unveiled a guide to support organisations in developing responsible alcohol workplace policies and foster inclusive, positive work cultures that prioritise wellbeing. Based on a recent survey of 1,167 business leaders across the UK, a report by the Work Foundation think-tank found that while over a third (34%) of employers believe staff socialising is important given the increase in hybrid working, nearly four-fifths (79%) do not have alcohol in the workplace policies.
IARD’s free online resources support senior leaders to set up alcohol in the workplace policies and provide interactive training tools for line managers. These are intended to help promote responsible consumption, inclusion and informed choice, whether employees drink alcohol or not.
Heineken marked International Beer Day on 2 August with an emotive advert bearing an unusual message – “the best part of having a beer, isn’t the beer”. Soundtracked by Claude Debussy’s iconic Claire de Lune, the ‘Forgotten Beers’ spot highlights how social interaction around a drink is more important than the drink itself, as part of the brewer’s ongoing efforts to combat loneliness and social disconnection.
In the UK, the Scottish Alcohol Industry Partnership and Police Scotland kicked off their latest annual campaign to warn adult consumers against buying alcohol for underage youth, Also in the country, the Scotch Whisky Association unveiled its second annual ‘Made to be Measured’ responsible consumption activation.
Aware.org held a roundtable discussion in South Africa on underage drinking prevention with representatives from the government, educational institutions and community organisations. Elsewhere, the Drinks Federation of South Africa published a revised Alcohol Industry Communications Code of Conduct for responsible self-regulatory alcohol advertising.
In Uganda, musician Apass Bagonza joined Anheuser-Busch Inbev’s Nile Breweries unit in Uganda for its annual SMART drinking campaign, ‘Drink Easy Easy N’enya Lunaku’. Nile Breweries’ 2024 programme targets illicit alcohol, which accounts for 65% of all alcohol consumption in Uganda, with Bagonza releasing a new song to promote the campaign.
In Asia Pacific, Carlsberg commenced a region-wide responsible consumption activation in partnership with leading food delivery platforms foodpanda, Grab and Meituan. The ‘#CelebrateResponsibly’ campaign discourages consumers from drink-driving through a year-round series of promotions such as offering ride-hailing discounts to soccer fans.
Diageo announced an 18-month pilot partnership with the Men’s Sheds Association in the UK that will combat loneliness and social isolation by encouraging men to pursue practical activities, build social connections and share skills together. The partners are co-developing an activity programme to encourage alcohol moderation as part of the campaign, which will distribute harm-reduction materials through Diageo’s DRINKiQ platform.
In Japan, Kirin’s latest “Slow Drinking” marketing push promotes the importance of moderate consumption, with the message that mindful consumption allows for better enjoyment of good company and food. The ad promotes Kirin’s message that responsible consumption and mutual respect lead to a more fulfilling life and a better society.
Pernod Ricard unveiled a responsibility campaign in the UK through its Malibu brand with recently-retired Olympic diver Tom Daley. The ‘Don’t Drink and Dive’ activation, which warns against the dangers of swimming after drinking, is being backed by a limited edition line of Malibu-branded items from Daley’s own knitwear brand, Made With Love.
Environment
In Colombia and the Dominican Republic, AB Inbev’s Bavaria and Cervecería Nacional divisions have transitioned to 100% solar-powered electricity for their brewing processes. Both breweries adopted the commitment in 2022 and have achieved their aims within two years as part of the wider group’s sustainability strategy.
Asahi signed a power purchase agreement with one of Australia‘s largest solar power farms to provide 30,000MWh of sustainable energy annually, bringing the group closer to its 2025 target of using 100% renewable energy for its total beverage production. Meanwhile, Asahi also became the first Japanese company to have its net zero and FLAG (Forest, Land and Agriculture) targets approved by the Science Based Targets initiative (SBTi).
In China, Carlsberg launched a water replenishment project in the Yangtze River Basin, to restore wetlands and purify water sources across Chongqing, Yunnan and Jiangsu, contributing to the protection and sustainable development of the Yangtze. The project will improve habitat quality for the black-necked crane, construct new wetlands to purify domestic sewage and improve biodiversity and purify aquaculture wastewater.
Pernod Ricard’s Havana Club kicked off a mangrove replanting project in Cuba that will see new trees planted across over 500 hectares of land near its distilleries. Havana Club also opened a dedicated ‘Ecoplant’ earlier this year through its tie-up with Ecospirits, to reduce its carbon footprint, running a closed-loop distribution scheme for local hotels as part of the brand’s commitment preserve Cuba’s natural resources and minimise waste.
Suntory published its 2023 Sustainability Report, showcasing the progress toward its ‘Proof Positive’ sustainability ambitions. Along with its achievements worldwide last year, Suntory’s report also highlights actions on responsibility campaigns, nutrition labelling, responsible marketing and diversity promotion.
Meanwhile, Suntory has also been shortlisted for the 2024 Scottish Environment VIBES Business Awards in the UK, in recognition of its ‘Peatland Water Sanctuary’ initiative, which has been running since 2021.
Governance
Molson Coors Beverage Co is partnering with the Wildland Firefighter Foundation for the tenth year in a row to raise funds for firefighters in the US. The ‘Protect Our Protectors’ initiative has raised more than US$2.5m for the families of injured or killed firefighters over the last decade.
In Japan, Asahi hosted a run of ‘Stop for Safety & Wellbeing’ workshops at its headquarters, giving staff the opportunity to voice candid opinions on safety and wellbeing. The sessions were designed to foster authentic and meaningful conversations that also facilitated a deeper understanding and connection to Asahi’s Global Safety & Wellbeing Vision, which was established earlier this year.
Finally, Bacardi was recognised in China for ‘Outstanding Health Innovation’ at the Mercer China Healthiest Workplace Awards, while Brown-Forman was named a ‘2024 Best Workplace for Women’ in the UK.
