Social
AB InBev has been celebrating its ‘Cheers to Moderation’ programme alongside the 17th Global Beer Responsible Day with events in around 40 markets, including Brazil, Mexico, South Korea and Spain. The group’s annual responsible drinking event this year illustrated how the rising availability of alcohol-free beer presents consumers with a wider range of beverage options to suit different preferences and social occasions.
Staying in South Korea, and AB InBev’s OB Beer division commenced a road safety initiative, the ‘National Online Pledge Campaign to Eradicate Drunk Driving’. The month-long interactive campaign involved a game that encouraged participants to share the pledge with their friends: “For myself and my loved ones, I will never drive again after having even one drink.” Groups were entered into a raffle to win prizes ranging from cases of no-alcohol beer to mobile gift certificates, with a top prize of a KRW1m (US$703) meal voucher.
In Asia, Carlsberg has launched the second year of its responsible drinking partnership with South-East Asia’s leading ‘superapp’, Grab. Since 2024, the partnership has seen Carlsberg’s moderation messaging delivered to Grab users, whether they’re watching sport at home, celebrating an occasion or enjoying a night out. For this year’s campaign, Carlsberg leveraged its long-standing partnership with Liverpool Football Club to add a new dimension to the initiative, deepening its collaboration with Grab across the region.
Diageo’s Captain Morgan rum brand partnered with the UK Government’s THINK! drink-driving prevention initiative on a new responsibility campaign. Presented by TV personality Sam Thompson, the ‘Captain of the Night’ initiative reminds drivers to always opt for no-alcohol drinks and to make sure everyone gets home safe after a great night out.
To highlight that one can still have an enjoyable time without alcohol, participating pubs will offer a free Captain Morgan 0.0% & cola serve to “Captains” who engage with the campaign.
In Romania, Molson Coors Beverage Co’s Bergenbier brand fronted a drink-driving prevention campaign, ‘Designed by Accident. Life has no undo button’. The activation targeted all road users – drivers, pedestrians, cyclists, motorcyclists and scooter riders – with digital assets backed by the installation of wrecked cars at shopping centres to raise public awareness further.
Environment
In Kenya, Asahi is trialing an innovative rice farming technique, using an agricultural material derived from beer yeast to save water and boost crop yields. The ‘water-saving dry field direct-seeded rice” cultivation method allows rice to grow from seed to harvest in fields that have not been flooded, unlike traditional water-intensive methods.
The group has been developing the new agricultural material from yeast cell walls for many years, and a recent pilot resulted in an 84% increase in rice yields. Asahi aims to spread this innovation to other countries across Africa, contributing to stronger food security and more sustainable farming communities.
In Mexico, Brown-Forman has planted around 1,000 new trees in Jalisco, as part of its ‘Spirit of Commitment’ sustainability programme. The reforestation project consisted of 50 staff planting 1,302 saplings, exhibiting one of the ways that Brown-Forman is working to nurture the environment.
Moët Hennessy realised its partnership with maritime transportation start-up Neoline this month, to pioneer new sail-powered cargo shipping solutions. The Neoliner Origin sailing ship commenced its first journey from France and the US last week (16 October), transporting 4m bottles of Hennessy cognac with 80%-90% less carbon emissions than a conventional ship. The maritime project is part of the cognac brand’s moves to rethink its shipping models, as part of its goal to reduce CO₂ emissions by 30% between 2023 and 2033.
Back to Japan, and the Ministry of the Environment has recognised two more of Suntory’s Natural Water Sanctuaries as ‘Nationally Certified Sustainably Managed Natural Sites’. The certification at Okudaisen and Okutama brings the number of Suntory’s recognised sustainable sites to eight, the highest number of any company in Japan.
Suntory has been cultivating forest land in the watersheds around its production facilities since 2003, and these sites are now being recognised under the Government’s new certification system, as part of its official ’30 by 30′ UN biodiversity targets.
Governance
For the fourth consecutive year, Bacardi has been recognised this month on Forbes’ list of World’s Top Companies for Women 2025. Making a significant jump up the list from #132 to #60 this year, Bacardi is the only pure spirits brand owner to have made the list.
Bacardi maintains gender equity in recruitment, turnover, pay, engagement and sense of belonging with 44% of leadership positions held by women.
