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National campaign preventing underage beer sales “Already 18? Prove it!” starts in Vladivostok (Translation)

19 March 2010

16 March 2010, Vladivostok, Russia - Today in Vladivostok, a national campaign preventing underage beer sales begins. The campaign is run by the SABMiller RUS company with the support of the Primorskiy region administration and the city of Vladivostok.

The aim of the campaign is to encourage beer and alcohol sellers to pay particular attention to the age of consumers and ban sales to consumers under 18 years old. At the moment, the project will run in 33 federal districts of Russia.

Within the campaign there will be raids at over 100 retail outlets and shops in Vladivostok in order to see how well the federal law which prohibits beer sales to minors is being followed, as well as to  explain the ban to shop attendants. The campaign in Vladivostok was initiated by SABMiller RUS, a company member of the Russian Beer Union.

Vigilant and responsible sellers will be invited to an awards ceremony and will receive diplomas and souvenirs from the Russian Beer Union and SABMiller RUS company.

Ponomarev Victor Vasilievich, head of the food industry department, Primorskiy region administration mentioned: "Following President Medvedev's message, the promotion of a healthy lifestyle in the Primorskiy region is one of the most important areas of work for the regional administration. We have developed and are implementing the programme, ‘Healthy generation of Primorskiy region.' The success of this programme is not possible without solving the problem of beer sales and consumption by minors. I'm sure that one of the success factors in solving this problem is the consolidation of efforts by the government, the retail business and the brewing industry."

"For an international company that is taking the socially responsible approach and clearly and firmly speaks against underage beer sales - this campaign is an opportunity to demonstrate with action that social problems are important and that the company is ready to invest in their solutions," - says Grant  Harries, General Director, SABMiller RUS. "We are confident that the campaign - ‘Already 18? Prove it!' - is an effective tool to overcome wide public indifference to the problem of underage beer sales."

The "Already 18? Prove it!" project was developed by the Russian Beer Union and has been run by companies' members since 2006. The first stage of the campaign - "After 18" - was aimed at raising public awareness of the issue of underage beer sales. During the first stage of the campaign, one million stickers were distributed in 500,000 retail outlets across the country.

The second stage of the programme - "Already 18? Prove it!" - started in 2009. The project includes a range of measures to promote a socially responsible approach towards beers sales, as well as preventing underage beer sales. The campaign events aim to reinforce the message and promote awareness among shop attendants about the necessity of checking the buyer's age, which is the key tool for practical implementation of the legislative ban on underage beer sales. Events within the campaign include the distribution of leaflets with quotes from the federal law and public raids to retail outlets, in order to determine how well the law which prohibits underage beer sales is being followed and to inform shop attendants about the importance of checking the consumer's age if there's any doubt. If the consumer is unable to prove his age, the shop attendant should refrain from selling beer.

SABMiller RUS  - is a subsidiary of one of the world leading brewing companies SABMiller plc, with brewing interest in 60 countries. For 10 years of successful operation in Russia, overall corporate investments exceeded $700 million. There are three production sites in Kaluga, Ulyanovsk and Vladivostok. There are over 2,000 employees across the country. The company brand portfolio is comprised of a wide range of well-known international and local brands, such as Miller Genuine Draft, Pilsner Urquell, Velkopopovicky Kozel, Peroni Nastro Azzurro, Grolsch, Zolotaya Bochka, Tri Bogatyrya and others. SABMiller RUS is one of the leasing companies in Russia with a value share of 10.8% and volume share of 7% (according to ACNielsen, December  2009).

Contacts for media
Nadezhda Frolova
External Relations Specialist
Tel.: +7 495 637 9310 (1284)
Mob. +7 916 363 8233

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 [16/03/2010].


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