Not-for-profit organisation the International Alliance for Responsible Drinking rounds up the latest ESG-related efforts from its brand-owner members.
Here’s what they’ve been up to in October.
Environmental
In Japan, Asahi is campaigning to make the Shikoku Pilgrimage a UNESCO World Heritage Site. The pilgrimage covers around 1,400 km and visits numerous sacred sites across the four prefectures of Shikoku, which was recognised as a Japanese Heritage Site in 2015. Asahi is donating a portion of sales from specially designed promotional bottles and cans to organisations and activities working towards the pilgrimage’s UNESCO accreditation.
Bacardi has opened a Combined Heat & Power (CHP) system at its Cataño distillery in Puerto Rico that will cut brand Bacardi’s greenhouse gas (GHG) emissions by 50%. The company plans to cut emissions by 50% across its entire range of spirits by 2025.
Beam Suntory’s Maker’s Mark was recently awarded ‘Rewilding/Nature Improvement Achievement of the Year’ at Global Drinks Intel’s inaugural ESG Awards, for sustainability, agriculture and research initiatives on Star Hill Farm in the US. Beam Suntory also received special commendations for other sustainability initiatives.
In Japan, Suntory announced that five of its 22 ‘Natural Water Sanctuary’ initiative sites have been approved for Other Effective area-based Conservation Measures (OECM) certification by the 30by30 Alliance for Biodiversity. The alliance is working towards conserving or protecting at least 30% of the country’s land and ocean by 2030.
Back to the US, and Brown-Forman has unveiled a 50cl bottle made from 100% post-consumer recycled (PCR) plastic for airlines serving its Jack Daniel’s brand. The new bottle is projected to reduce the annual use of first-use plastic material by up to 220 tons on domestic flights.
In Lithuania, Carlsberg’s Švyturys-Utenos Alus unit has joined the ’41 percent less oil’ initiative, which targets reducing the nationwide consumption of fuel oil by 41% by 2030, compared with 2021 levels. The local brewer is converting its fleet to lower-emission and electric vehicles as part of the group’s zero carbon footprint plan. Carlsberg has also been ranked in the top 25 companies of the World Benchmarking Alliance’s ‘2023 Food and Agriculture Benchmark.
In the US, The Coca-Cola Co has commenced a recycling initiative with local pizzerias in New York, Atlanta and Chicago to promote the circular economy. Consumers can bring in any empty plastic bottle for recycling and receive a free slice of pizza and a Coke in a 100% recycled bottle.
Diageo has launched two regenerative agriculture programmes in Scotland and Mexico to reduce carbon emissions associated with producing barley and wheat for Scotch whisky brands and agave for tequila. The benefits will include enhanced biodiversity, improved water stewardship, carbon reduction and better soil health management as part of Diageo’s ten-year ESG action plan.
Heineken was among 131 companies globally to sign a letter urging political leaders at the upcoming UN COP28 climate summit to agree to a timeline to phase out fossil fuels. Heineken and other major brands including Nestlé, Unilever, and Volvo said that COP28 attendees must commit to decarbonised power systems in richer economies by 2035, and support developing countries to make the switch from fossil fuels by 2040 at the latest.
Over in Spain, Heineken has built Europe’s largest solar power plant in a project that will cut its gas consumption in the country by 60% per year, equivalent to eliminating nearly 7,000 tons of CO2 emissions.
And, in Japan, Kirin’s Château Mercian Wanko Vineyard has been officially certified as a conservation site “in symbiosis with nature” by the Ministry of the Environment as part of its ’30 by 30′ conservation efforts. Kirin began work on the project in 2014, resulting in a vineyard with higher-quality diverse grasslands.
Social
The IARD has published a report highlighting members’ actions to prevent underage drinking around the world. The document describes declining underage drinking in many countries and details prevention actions taken by producers at a local level.
In the US, Anheuser-Busch’s partnership with Mothers Against Drunk Driving (MADD) and Uber is expanding to colleges nationwide to prevent drink-driving during state football season. The ‘Decide to Ride’ activation is targeting college football games in states including Missouri, Oklahoma and Utah with the message: ‘If You Drink, Don’t Drive. Decide to Ride’. The campaign will provide educational and ridesharing opportunities to adult fans in stadiums to promote and raise awareness of road safety.
And in Vietnam, Anheuser-Busch InBev has partnered with authorities in Hoa Binh for a second annual drink-driving prevention campaign in the province. The ‘Enjoy Beer Responsibly – Because Someone Needs You’ promotion claims to build a responsible drinking culture among the province’s workforce.
In Malaysia, Carlsberg has teamed up with personal driver service Buddy Driver in a drink-driving prevention initiative offering discounted rides home for bar customers in Kuala Lumpur. The activity forms part of Carlsberg’s eighth annual ‘#CelebrateResponsibly’ campaign.
Diageo is running a drink-driving prevention campaign in Hungary in partnership with the dance company Attraction. A video, which has reached around 4m views on YouTube, communicates the life-changing and potentially fatal consequences of driving while under the influence of alcohol.
Pernod Ricard’s Jacobs Creek Visitor Centre in Australia has become its first brand home to be certified as ‘Responsible Hosts’ by The Sustainable Restaurant Association. The group worked with the association on the accreditation scheme, under which all its brand homes worldwide will implement best-in-class responsible drinking practices for its guests.
Governance
Forbes has recognised Carlsberg, Coca-Cola, Heineken and Pernod Ricard on its 2023 World’s Best Employers list, after surveying in the region of 170,000 employees in over 50 countries to identify which companies offer a positive work environment.
AB InBev and Coca-Cola hosted the annual ‘Demo Day’ for their joint ‘100+ Accelerator’ global incubator programme, co-sponsored by Colgate-Palmolive and Unilever. The project works with start-ups to help solve some of the most pressing supply chain challenges to deliver advancements in the fields of water stewardship, farmer productivity, product upcycling, responsible sourcing and green logistics, among others. This year, 29 start-ups presented at the event.
Finally, in France, Moët Hennessy parent LVMH has launched the second instalment of its ‘Playing Field’ campaign to celebrate Paralympics Day and its commitment to next year’s Paris Paralympic Games. A promotional video features athletes in training along with LVMH ‘artisans’ in their workshops as both prepare for 2024.
Head here for more details on the International Alliance for Responsible Drinking.
