Social
In the UK, Drinkaware reached the milestone of 1.5m people using its Drinking Check prevention tool since 2023. The free digital tool is based on the World Health Organisation’s internationally-recognised AUDIT test and allows consumers to understand how their drinking might be impacting their health.
On completion, the Drinking Check offers simple, actionable advice to people who might benefit from drinking less. After finishing the survey, 82% of people said that they had never completed a drinking check before.
In Brazil, AB InBev participated in the popular Fortal carnival, with activations from a number of its brands. AmBev’s Zé Delivery platform distributed free Budweiser Zero to adult attendees around the festival site to promote mindful consumption.
Meanwhile in Mexico, AB InBev launched a new alcohol-free variant of Modelo, as part of the brand’s commitment to the new ‘Hecho en México’ programme. Model0% represents the brewer’s contribution to the consumer trend in the country towards moderation and health & wellness.
Asahi opened its first ‘Sumadori’ no- & low-alcohol pop-up bar in South Korea, expanding its ‘#SmartDrinking’ initiative outside of Japan for the first time. The bar, located in Seoul, offers consumers a patch test that assesses their tolerance for alcohol, alongside drinks with 0%, 0.5%, and 3% ABV, to promote mindful consumption and no & low options to a wider audience.
And in Czechia, Asahi’s Plzeňský Prazdroj launched a campaign to promote the benefits of moderate drinking to young adults in the country, through short videos on social media about various aspects of irresponsible drinking. A survey commissioned by the division found that 60% of Czech adults try to approach alcohol consumption responsibly, and that consumers recognise that the moderation trend is making for a more relaxed attitude in bars and restaurants.
In the UK, Diageo’s ‘Magic of Moderate Drinking’ summer campaign has continued to feature around London to encourage consumers to drink more responsibly by trying no-alcohol alternatives and alternating their drinks with water.
In the US, Heineken commenced an activation to highlight the importance of designated drivers, especially when consumers are drinking during the daytime. An associated survey found that only 45% of Americans who drink during the day said that their social group always has a designated driver, while 11% said that they never have one. Through a partnership with not-for-profit TEAM Coalition, Heineken has been launching its ‘There’s No Such Thing as Fine to Drive’ campaign at sporting and entertainment events around the country.
In Japan, Kirin continued its partnership with the Japan Football Association (JFA) through a series of sports events designed to promote family bonding. Kirin and the JFA held a walking football event in Sapporo, attended by a number of JFA players, providing a chance for consumers to deepen their family and social connections through the shared joy of football. The Kirin Family Challenge Cup has been held in the country six times since 2022, based on the concept of “a day when families become a team”.
Pernod Ricard’s Malibu strengthened its ongoing partnership in the UK with Olympic gold medalist diver Tom Daley on the brand’s ‘Don’t Drink and Dive’ summer responsibility campaign. Research commissioned by Malibu found that the likelihood of drowning increases significantly when temperatures rise above 20°C, so Daley has been raising awareness of the additional dangers of drinking and swimming with a series of TV weather report videos.
Environment
In Puerto Rico, Bacardi was awarded Wildlife Habitat Council certification for the fourth time, for its longstanding efforts to preserve the country’s bat populations and educate the community about their ecological importance. The group has launched a number of initiatives as part of the programme, such as co-hosting the country’s annual bat festival and opening an educational space for the 150,000 annual visitors to the Casa Bacardi distillery and visitor centre.
Bacardi also launched a glass recycling programme for businesses in the Cataño Bay area around the Puerto Rico distillery. Since May, 1.3 tons of glass have been collected through the scheme.
Moët Hennessy partnered with maritime transportation start-up Neoline in France to pioneer new sail-powered cargo shipping solutions. The Neoliner Origin sailing ship will begin sailing between France and the US from next month, transporting 4m bottles of Hennessy cognac with 80%-90% fewer carbon emissions than a conventional ship.
In Japan, Suntory was recognised with a CDP ‘A’ Score for its work on climate change and reducing greenhouse gas emissions in 2024. Global NGO CDP runs the world’s only independent environmental disclosure system, and this was the sixth time that the Japan-headquartered group has achieved ‘A’ status for its climate change efforts.
Meanwhile, Suntory also announced that its ‘Fund for Bird Conservation’ charitable trust will start accepting grant applications for 2026 in September. Suntory has been involved in bird conservation since 1973, and since 1990 the trust has granted over JPY700m (US$4.7m) to a total of 534 organisations.
Governance
Diageo launched a training initiative in Nigeria that will provide 250 young adults in the country with skills and job opportunities in the hospitality and tourism sectors. The group’s national division partnered with the Lagos State Employment Trust Fund to launch the first rollout of the ‘Learning for Life’ programme, which will welcome an initial cohort of trainees that includes 60% women and 10% disabled people.
In Mexico, Heineken reached a key gender equity target of 30% of its leadership positions now being held by women. Publishing its ‘2024 Sustainability Report’, Heineken Mexico revealed significant national progress on the group’s wider ‘Providing a Better World’ strategy, which also includes measures on responsible drinking and environmental issues.
Kirin’s Lion subsidiary in Australia achieved B Corp certification, giving Lion a framework to take its ESG work even further. Lion also updated its constitution as part of the certification process, formally making a commitment that its directors will consider the long-term impacts of company decisions on employees, suppliers, customers, communities and the environment.
Finally, in South Korea, Lotte donated KRW1m (US$720,000) to help with flood relief efforts after days of torrential rain and floods in the country at the end of July. In addition to the financial donation to the Korea Disaster Relief Association, Lotte is also providing emergency shelters with enough emergency food and beverage supplies to feed 2,000 flood victims.
