Social
Anheuser-Busch InBev launched the latest iteration of its ‘Enjoy Beer Responsibly Because Someone Needs You’ drink-driving prevention campaign in Vietnam. Having already reached millions nationwide with the activation, AB InBev partnered with leading ride-hailing and taxi apps to offer users ‘super discount’ vouchers to promote safer journeys home.
In Honduras, AB InBev’s Cervecería Hondureña partnered with national prevention institution IHADFA for a new campaign to prevent alcohol sales to minors. The 18+ programme will target retailers nationwide to promote awareness of responsible sales standards, and the importance of only selling alcohol to people aged over 18 years.
Carlsberg teamed up with the Cambodian Government and ride-hailing service Grab to launch a new drink-driving prevention campaign in the country. Utilising Grab’s digital reach to encourage sports fans to book a safe ride home after consuming alcohol, the push also offers discounted journeys to Carlsberg drinkers. “This partnership marks another significant milestone in our commitment to ZERO Irresponsible Drinking and IARD,” a spokesperson said.
In the UK, Diageo is celebrating 20 years of its global educational initiative SMASHED, which has reached 5.5m teenage students globally with its messages discouraging underage drinking. The interactive theatre programme has delivered educational performances to students in 38 markets, warning of the causes and consequences of underage drinking, in alignment with the United Nations Sustainable Development Goals.
Heineken conducted a consumer survey in Argentina on attitudes to drink-driving, finding that 96% of respondents were familiar with the concept of designated drivers. However, although 78% also said they arrange a designated driver before socialising, 38% of designated drivers admitted to having consumed alcohol despite their role, indicating that more educational work is needed.
In Japan, Kirin announced the latest edition of its Responsible Drinking Seminars series, which launched earlier this year. The ‘Women and Alcohol’ seminar examined the rise in regular drinking among women since 1989 and conveyed responsible drinking advice. Kirin is also promoting its recently-unveiled ‘Slow Drinking approach to alcohol consumption, which includes moderation tips such as eating food and enjoying conversations while drinking.
In the US, Pernod Ricard commenced its ‘Good Nights Are Safe Nights’ initiative, aimed at reducing alcohol-related harm in bars and restaurants. Building on 2021’s ‘Good Neighbor’ pilot in the country, the latest programme offers voluntary accreditation for establishments, focusing on training staff in responsible alcohol service, crowd management and legal compliance. By working collaboratively with the brand owner and with Safe Night LLC, on-premise operators will be able to position themselves as leaders within their communities.
Environment
In recent months, the members of IARD have contributed to relief efforts around the world, to help communities recover from natural disasters.
In the US, Bacardi donated US$100,000 to the American Red Cross for disaster relief and recovery work across five states, following Hurricanes Milton and Helene. The Coca-Cola Co also made grants to the ARC, totalling $1.75m, for immediate relief efforts in communities hit by the hurricanes. The soft drinks giant also donated 50,000 cans of drinking water and has been supporting disaster relief agencies’ short- and long-term work. Meanwhile, Molson Coors Beverage Co contributed 280,000 cans of drinking water in the aftermath of the two hurricanes. The latest donation marks almost 3m cans of water produced by the company following natural disasters in the US since 2017. Molson Coors emphasised that the initiatives are a group effort that also involves can manufacturers and logistics companies.
In South-East Asia, Carlsberg made donations to support victims of Typhoon Yagi, which swept across communities in September. In Laos, the group distributed drinking water worth around LAK1bn (US$46,000) to disaster-stricken areas and shelters, while in Vietnam, donated VND1.1bn (US$39,500) to government agencies, funding repairs to damaged homes and businesses and aid to families in the provinces most affected by the typhoon.
Pernod Ricard also supported relief work following Typhoon Yagi, giving VND1bn to support the northern areas most severely impacted, distributing the funding through local government groups and the Red Cross.
Suntory donated JPY50m (US$330,000) to support recovery efforts following recent rainstorms in Japan that affected communities in the Noto Peninsula. The torrential rains caused flooding and landslides across a region that was still recovering from a major earthquake at the beginning of 2024.
Elsewhere in the country, Asahi ran the 14th iteration of its ‘Shikoku Pilgrimage to World Heritage Site’ campaign, originally launched in 2011. This year, a portion of the sales of Asahi Style Free will be donated to organisations that are working towards securing recognition of the historic Japanese pilgrimage route as a World Heritage Site.
In France, Moët Hennessy held its second annual World Living Soils Forum at the LUMA Arles art forum. The conference expanded on the geographical reach of last year’s forum by running parallel events in California and Ningxia, resulting in a global event with over 180 speakers across 60 sessions to discuss the preservation of soil health.
Pernod Ricard’s Absolut vodka distillery in Sweden reached the milestone of becoming powered solely by renewable energy sources, over a year ahead of its original target date. The facility now emits seven times less CO2 per litre of alcohol produced compared to the average fossil fuel-powered distillery.
In Japan, Suntory partnered with the University of Tokyo and engineering consultancy Nippon Koei to launch the world’s first online water risk assessment platform. The ‘Water Security Compass‘, which is available to the public free of charge, enables users to assess future water scarcity risks based on demand and supply across various regions by water usage.
Governance
Bacardi made Forbes’ list of the ‘World’s Best Employers for 2024’, which is based on independent surveys conducted in more than 50 countries. The brand owner ranked 79th out of 850 companies worldwide.
In Europe, Brown-Forman was named as one of the top 25 companies in Fortune’s ‘100 Best Companies To Work For’, as recognised by Great Place To Work. Meanwhile in Brazil, Great Place to Work again credited the Jack Daniel’s owner, marking the group’s sixth consecutive annual award in the country.
Finally, in Scotland, William Grant & Sons partnered with Shine to provide a leadership development course for 25 of the distiller’s female team leaders, as part of the company’s commitment to develop female talent in its ranks.
