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Ursus Breweries launches “Find your equilibrium!” campaign to encourage people to make informed decisions about alcohol (Translation)

29 October 2010

Bucharest, October 20th, 2010 - According to a research* done last summer by Ursus Breweries, approximately nine out of ten people in Romania do not know "why we get a hangover after consuming too much alcohol" and eight out of ten young people do not know "why women get intoxicated from drinking alcohol faster than men do." It is this lack of education regarding alcohol that prompted Ursus Breweries to launch an information website www.desprealcool.ro and the "Find your equilibrium!" campaign, in hopes of encouraging people to make informed decisions about alcohol. The campaign is supported by Cabral who will start an ongoing dialogue with the public through www.desprealcool.ro. Here he will post educational interviews with experts and celebrity personalities.

According to the above study, more than half of the participants who searched for information regarding the effects of alcohol consumption on the body did so on the Internet. The website www.desprealcool.ro is therefore an efficient educational tool for consumers. The campaign "Find your equilibrium!" will deliver educational messages beyond the virtual world of the Internet, through events, seminars and direct meetings with consumers.

"Discouraging irresponsible alcohol consumption is one of the most important sustainability priorities at a global level for SABMiller, and also at a local level for Ursus Breweries in Romania. It is for this reason that we hope to be one of the most vocal proponents in Romania of raising public awareness and promoting responsible behaviour when it comes to alcohol consumption. With the help of well-known experts like Professor Septimiu Chelcea, we will conduct sociological studies to understand the evolution of young people's education in this regard. We have designed the campaign as a long term communications platform and we hope that together with Cabral and other experts we will encourage social beer drinkers to do so in a moderate and balanced way," said Diana Klusch, Corporate Affairs Director of Ursus Breweries.

The research done by Ursus Breweries also shows that Romanians still believe myths about alcohol consumption. For instance, 32% of the respondents said that taking a cold shower could help get rid of a hangover, and 24% said that drinking strong coffee could do the same. The correct way to get rid of a hangover is to drink water to ensure that the body is properly rehydrated. Only 50% of the subjects knew that a person suffering from alcohol intoxication must not be left to sleep it off.
For correct and balanced information on the effects of alcohol consumption, information regarding responsible alcohol consumption, and tips on how to react in different social situations, please visit www.desprealcool.ro.

* Ad Hoc study made in June 2010, from a sample of 2000 subjects (approximately 70% men and 30% women), living in urban areas, between the ages of 18 and 45.

This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note: This news release was first published in its local market on 20/10/2010.

 

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