Sales and marketing
Our marketing seeks to promote our brands to consumers. It does not promote the consumption of alcohol by people who otherwise would not drink.
Alcohol advertising is one of the most regulated forms of advertising in the world. In addition to local laws, we have voluntary sales and marketing standards that all of our businesses around the world must follow. These standards are contained in our Policy on Commercial Communication.
The policy sets out content and placement standards. It also requires each business to have an internal compliance committee that oversees compliance with the standards, training and reporting.
We choose to impose these standards on ourselves in order to strike a balance to society's right to responsible alcohol advertising, our right to advertise, and adults' right to accurate product information.