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 were up to in September.
Environment
In Japan, Asahi, Kirin and tea producer Ito En are collaborating on horizontal recycling for PET bottles, marking the first time that three beverage manufacturers have entered into a joint recycling agreement with a country’s authorities. Operations commence in April and 400 tons of PET bottles will be reused annually.
Bacardi has achieved Wildlife Habitat Council certification for its Bombay Sapphire distillery in the UK, in recognition of efforts to support local wildlife and biodiversity. The distillery is the first in the country to achieve the certification, and Bacardi’s third worldwide.
In Mexico, Beam Suntory launched a pilot to explore regenerative practices in Jalisco’s agave fields earlier this year, to neutralise 50% of emissions from the production of Sauza Tequila by 2030. Group VP for environmental sustainability Kim Marotta spoke to Global Drinks Intel about how Beam Suntory’s approach to sustainability makes the company “focused, well managed and efficient”. Suntory has also published its 2023 ‘Corporate Communications’ book, providing an overview of its commitment to building a more sustainable future.
Carlsberg has published the latest assessment of its value chain carbon emissions, confirming that the brewer exceeded its 2022 target for reducing emissions across the full value chain. Carlsberg implemented various methods to achieve the reduction, including eliminating coal at its breweries, introducing lower-carbon packaging and reducing fridges’ energy consumption at bars and restaurants.
In the US, The Coca-Cola Co signed a memorandum of understanding with the Department of Agriculture to extend their decade-long National Forest watersheds restoration collaboration for a further five years. Since 2012, the partnership has restored nearly 900 acres of watersheds in major metropolitan areas, raised water tables feeding the Rio Grande and Colorado River and campaigned to raise awareness of the importance of water conservation. The partnership aims to return a cumulative 2 trillion litres of water to nature and communities worldwide between 2021 and 2030.
Society
Anheuser-Busch InBev has been honing its use of “social norms marketing”, an evidence-based methodology to shift consumers’ perceptions and behaviours when drinking alcohol. The company has teamed up with television channels and sports teams, among others, to push its responsibility message to the broadest possible audience globally. “People often take their cues from the actions of others,” said global corporate affairs VP Andres Penate. “Social norms campaigns highlight positive actions, creating a sense of belonging to a larger, responsible group of people.”
AB InBev also observed the mid-point of the United Nations’ ‘2030 Agenda for Sustainable Development’ by highlighting how its initiatives support the UN’s 17 Sustainable Development Goals worldwide. In line with the goals on global partnerships, the company engages in cross-sector collaborations, including the development of digital screening tools for use by medical professionals and collaborating with environmental organisations to improve shared water security.
In the Netherlands, Asahi has partnered its Grolsch brand with charity Humanitas and musical artist Dio in a loneliness-prevention activation. The ‘An Ode to…’ campaign reframes the concept of volunteering as dynamic and impactful after polling found that almost half of people said the term was too broad to be meaningful. Through Dio’s Instagram reach, the activity hopes to inspire younger consumers to volunteer to support their peers dealing with loneliness.
Brown-Forman has published the latest annual iteration of its ‘Integrated Annual Report’, detailing the group’s ‘2030 Alcohol Responsibility’ strategy along with sustainability and community initiatives. The approach prioritises drink-driving prevention, underage consumption and sales prevention and empowering bystander interventions.
In the UK, Heineken has conducted an innovative campaign to highlight the issue of gender bias on social media, in which former professional soccer players Jill Scott and Gary Neville secretly swapped their X [formerly Twitter] accounts for five days. ‘The Social Swap’ exposed many of the misogynistic comments commonly directed towards women in soccer. Scott said that although England’s Euro 2022 victory had done a lot to challenge perceptions of women’s soccer, the swap “highlights that there’s still a lot of trolls out there”.
In Australia, netball star Gretel Bueta joined DrinkWise for International Fetal Alcohol Spectrum Disorder (FASD) Awareness Day to promote understanding of FASD, after polling found that only 58% of Australians are aware that FASD is entirely preventable. Buetel appeared in the national media to emphasise the importance of not drinking alcohol when planning a pregnancy or when pregnant.
Governance
Bacardi has launched its ‘Shake Your Future’ incentive in Germany. The initiative, which will expand globally, gives young adults the opportunity to train as a professional mixologist. The programme addresses an industry-wide shortage of skilled bartenders by enabling young trainees to graduate with an internationally recognised diploma and access permanent employment opportunities within the sector.
In India, Diageo has published its ‘2023 ESG Reporting Index’, highlighting progress against its ‘Society 2030’ targets. In addition to the group’s efforts to pioneer grain-to-glass sustainability and promote responsible drinking, the report also details efforts to promote inclusion and diversity. Women now account for 50% of Diageo India’s executive committee, and the company is working to increase female representation from the current 26.4% to 33%.
Pernod Ricard marked ‘International Equal Pay Day’ in September by signing the UN’s ‘Women’s Empowerment Principles’ as part of its efforts to promote gender equality and women’s empowerment. The group has been running a global annual audit of gender pay equity across 70 countries since 2019, and has implemented actions to support gender pay equity.
Head here for more details on the International Alliance for Responsible Drinking.
