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The “Live responsibly” Campaign (Translation)

2 September 2009

Kompania Piwowarska introduces the "Live responsibly" sign to its promotional materials. Starting in September, it can be seen, among other places, in press advertisements, on posters, on Internet banners, as well as in shops and catering establishments and on fridges with beer. One will also hear "Beer is alcohol, too. Live responsibly" in the radio commercials.

Introduction of the "Live responsibly" sign is a voluntary initiative of Kompania Piwowarska and it  complements the long-term policy of the company to educate consumers about the responsible consumption of alcohol. As well, it is a result of the principles ruling the Marketing Communications Policy binding at KP. In addition, it is a continuation of the industry actions undertaken by the producers of beer in Poland associated in the Związek Pracodawców Przemysłu Piwowarskiego Browary Polskie - ZPPP (The Union Brewing Industry Employers - Polish Breweries). Last year, on the beer bottles and cans produced by the members of the ZPPP, there appeared "I never drive after alcohol," and since July of this year, all TV and theatrical commercials bear the slogan: "Alcohol - only for grownups."

"As a socially responsible company, apart from placing signage about responsibility on beer containers and in TV commercials, we also wish to broaden our educational activities and include them in other promotional materials of our brands," said Paweł Kwiatkowski, Director for Corporate Affairs of Kompania Piwowarska. "The sign will become a constant element appearing, among other places, in press advertisements, on the Internet or in shops - on all material produced after September 1, 2009, and it should soon become a clear identification of the campaign by Kompania Piwowarska, promoting responsible alcohol consumption," he added.

These initiatives are part of Kompania Piwowarska's realization of programs which aim at educating consumers about responsible alcohol consumption. These programs are among the top priorities of SABMiller, of which Kompania Piwowarska is a part. Alongside the observance of local laws and regulations, SABMiller requires compliance by all companies belonging to the group to observe the Marketing Communications Policy, which sets consistent standards for all marketing campaigns of our brands in the whole world. In the year 2008, the company updated its Marketing Communications Policy, which was introduced in 2004. Following our obligations as a member of the EU Alcohol and Health Forum, SABMiller Europa organized a training for over 4500 employees from the sales and marketing departments whose duty it is to see to the compliance of all marketing communication with the spirit and letter of the refreshed policy. It sets the standards for both the content and the choice of media, as well as introducing new rules for the promotion of sales. The policy deals with very concrete issues like prevention of alcohol promotion among adolescents, responsible consumption, influence of alcohol on daily functioning, alcohol content, health aspects, violence and social behaviors, social/sexual aspect, websites, information on responsible consumption, and names of the brands.


Kompania Piwowarska - the leader of the brewing industry in Poland
Kompania Piwowarska is the biggest brewing enterprise in Poland. Several centuries of experience in the brewing industry, state-of-the-art technology and the rigorous observance of the norms of production categorized as World Class Manufacturing guarantee the highest quality of the product. The company offers, among others, the following brands: TYSKIE (the favorite beer of Poles), ŻUBR (number two in volume sold in Poland), Lech, Dębowe Mocne, Redd's, Wojak, as well as international premium brands like Pilsner Urquell, Miller Genuine Draft, and Peroni Nastro Azzurro. The Brewing Company was established in 1999 through a merger of Tyskie Browary Książęce [Tychy Duke's Brewery] and Lech Browary Wielkopolski [Lech Great Poland Brewery]. Browar Dojlidy [Dojlidy Brewery] in Białystok joined the Company in 2003 and the Brewery of Kielce in 2008. The volume of sales by the KP reached 15.1 M hectoliters of beer in the financial year concluded on March 31, 2009.

SABMiller - one the biggest world manufacturers of beer
Kompania Piwowarska is a part of one of the biggest manufacturers of beer in the world - SABMiller plc. The group produces or distributes beer on six continents, and its portfolio includes internationally known Premium brands (among others, Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro or Pilsner Urquell, as well as leading local brands like Aquilla, Castle Lager, Miller Lite, Snow, and Tyskie). SABMiller plc is among the biggest companies in the world (outside of the U.S.) bottling the products of Coca-Cola. In the financial year of 2009, concluded on March 31, SABMiller registered gross receipts of 25.3 B dollars and reached gross profits of 3.4 billion dollars. SABMiller plc is listed on London and Johannesburg Stock Exchanges.

Additional information can be obtained from:



Katarzyna Wilczewska
Public Affairs Manager


Fax: +48 61 87 87 850

Mobile: +48 601 887 966


 This SABMiller subsidiary news release has been translated from its local market language to English language for publication on  We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.  

Note, the news release was first published in its local market on 01/09/09.

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