In Cambodia, the International Alliance for Responsible Drinking (IARD) signed a memorandum of understanding with the Wine & Beer Importers & Distributors Association to launch the ‘Responsible Retailing Excellence Programme’. The partnership will promote responsible retail standards in the country through training and digital learning tools developed by IARD, to help retailers and their staff implement responsible retailing principles in their daily interactions with consumers.
The Ministry of Commerce has voiced support for the arrangement, which aligns with the Government’s goal of building a responsible market that protects consumers and ensures fair competition.
In South Africa, AB InBev’s South African Breweries (SAB) division held a ‘Responsible Partnerships’ event as part of its ‘Drive Sharp’ programme. The country’s Deputy Transport Minister, Mkhuleko Hlengwa, attended the event to announce the implementation of new mobile alcohol evidence units that will be used by the police in roadside drink-driving checks. Nationwide, SAB’s road safety project already supports 34 alcohol evidence centres, which are outfitted with infrastructure and technology, contributing to over 60,000 drink-driving arrests since 2022.
“The Drive Sharp programme is an excellent example of how business can contribute to broader societal goals through education, innovation and support for law enforcement,” said Hlengwa.
Meanwhile, in Brazil, AB InBev’s Ambev partnered with Academia da Cerveja to host a programme of discussions, titled ‘A Toast to Moderation’. Attendees discussed the importance of moderation, changing consumer behaviour and the diversification of drinking options available in the country. Responsible drinking activities have been incorporated into AmBev’s operations for the last two decades, and the brewer has invested in the region of BRL1.4bn (US$278.3m) in promoting moderation over the last ten years.
Staying in Brazil, and Heineken unveiled the latest phase of its global sustainability strategy, ‘Heineken Toasts a Better World’, which will focus on responsible drinking. The group has updated the 2030 targets for its strategy, which places responsible drinking at the centre of the agenda while also raising the brewer’s ambitions in water security and social development. The new global targets, which include a 25% expansion of Heineken’s no- & low-alcohol portfolio, elevate the company’s commitment to making moderation part of the consumer’s lifestyle and addressing the impacts of harmful drinking.
Meanwhile, in Papua New Guinea, Heineken’s South Pacific Brewery (SPB) has launched an activation designed to strengthen responsible alcohol service practices in the hospitality sector. SPB’s ‘Responsible Service of Alcohol’ programme has already provided training to 66 employees from licensed venues in the capital, Port Moresby, with the intention of creating safer environments for patrons and promoting a culture of responsible drinking.
In Japan, Kirin’s craft brewing partner, Yoho Brewing, has launched a ‘wobbly’ beer glass to encourage consumers to stay hydrated when they drink beer. The U-shaped glass, which is divided into two sections with separate openings, will tip over if the balance between beer and water is not maintained. The concept has been inspired by conversations between colleagues about how easy it is to forget about hydration when socialising with friends. Kirin and Yoho created seven prototypes before launching the glass in August.
In Romania, Molson Coors Beverage Co’s Bergenbier division launched its latest drink-driving prevention campaign, ‘No Excuse Passes the Test. No Alcohol Behind the Wheel’. Bergenbier partnered with ParkLake Shopping Center in Bucharest for the activity, installing an immersive art installation dedicated to responsible drinking choices. Visitors were confronted with justifications that are often used by people who drive after drinking, before being invited to look beyond these common excuses and reflect on the responsibility of making the right choices when driving.
In the UK, Drinkaware partnered with TV presenter Dr Zoe Williams for a responsibility campaign, ‘Find Your Balance’. The organisation’s latest drinking trends report found that while the public is increasingly focused on health & wellness, they often overlook their alcohol consumption. Drinkaware and Dr Williams are working alongside partners such as retail multiple Tesco on the activation, which encourages consumers to reflect on the role alcohol plays in their lives and explore changes that would work for them.
Finally, in the US, the Distilled Spirits Council of the United States (DISCUS) launched the ‘Cocktails YOUR Way’ campaign as part of its ongoing ‘Modern Moderation’ initiative. The trade association’s activity highlights the ways adult consumers can tailor their choices to different occasions and preferences, from classic cocktails to no- & low-alcohol options, without compromising on flavour and quality.
The campaign builds on the findings of a recent IARD survey, which found that today’s consumers are more likely to say that wanting to drink in moderation is the single most important factor shaping their drinking behaviour.
