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SABMiller urges parents to talk alcohol

3 March 2010

Open the facts

SABMiller today launches a new campaign to assist parents in discussing alcohol with their children.  The campaign, which will run on SABMiller's award winning website, opens featuring a video interview with leading adolescent psychologist Professor Christopher Stones from the University of Johannesburg.  Professor Stones offers guidance on how parents can help prevent their children from drinking; how they should respond to a child who has been drinking; and at what point to seek professional help.  The interview provides insights on what age to begin a dialogue around alcohol with your children and how that dialogue should evolve as your children grow up. 

The launch of SABMiller's campaign, called ‘Open the Facts', builds on material contained within, a website which deals head on with the issues surrounding responsible alcohol consumption.  The campaign has been launched via Facebook, Twitter and Youtube to raise awareness of the website as an online resource.

Kristin Wolfe, Head of Alcohol Policy said:

"The message is getting out that parents have a lot more influence over underage drinking than they think.  The tough part for a parent, however, is knowing practically what to do.  That's where Professor Stones' interview is insightful."

Professor Stones said:

"I hope that this video campaign helps parents around the world talk to their children about alcohol. reminds parents that it's not just what they say that is important, but how they behave.  Parents should set a good example for their children and provide clear guidance on alcohol, whatever their age."

Research by the UK Department for Children, Schools and Families campaign ‘Why let drink decide?' revealed that the main source of alcohol for 10 to17 years olds is their parents (48%), and that 80% of young people who felt their parents would disapprove of them drinking have never drunk alcohol.


About SABMiller plc

SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie.  SABMiller is also one of the largest bottlers of Coca-Cola products in the world.


The website was launched in July 2008 and is available in English, Spanish, Czech, Russian, Polish, Italian and Hungarian.

About Professor Stones

Professor Christopher Stones (University of Johannesburg) is a leading research and clinical psychologist. His research has focused on the areas of identity, values, attitudes and attitude change, phenomenological praxis and methodologies (working with people's experiences in order to understand how they view their world), as well as abnormal psychology and psychotherapy. Professor Stones has a professional interest in Psychological Profiling, Psycho-emotional Assessment, and the Psychology of Organisations and Change Management, as well as Risk Evaluation and Management. 


Kristin Wolfe/Elaine McCrimmon
SABMiller plc   
Tel: +44 1483 264000

James Rossiter/Fiona Mulcahy
Brunswick for SABMiller 
Tel: +44 20 7404 5959

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