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Responsible drinking

Discouraging irresponsible drinking

Zambia: National campaign in Zambia

We have worked with the Road Transport and Safety Agency to carry out campaigns during periods of anticipated increased consumption, such as public holidays.

Our ‘Don’t Drink and Drive’ campaign is featured in television adverts, national newspapers and on national and community radio stations.

We also carry out similar campaigns discouraging underage consumption.

Malawi: Sponsoring a radio show in Malawi

We promote responsible alcohol consumption in Malawi by sponsoring a weekly radio show that discourages underage drinking, pregnant women from drinking alcohol and anti-social behaviour. We also include responsible messages on all of our advertising.

Europe: European Union Alcohol and Health Forum

We’re a charter member of the European Union Alcohol and Health Forum, which was set up in 2007 to protect European citizens from the harmful use of alcohol. Over 40 businesses and non-government organisations have joined the Forum.

Slovakia: National anti-drink drive campaign in Slovakia

‘Don’t Drink and Drive’ is a national campaign comprising television adverts, public billboards and online advertising aimed at raising awareness that drinking and driving are unacceptable. The programme is supported by the Slovak Road Safety Department.

Canary Islands: Supporting parents in the Canary Islands

In the Canary Islands, we’re helping parents of children aged between 6 and 13 to be good role models when it comes to drinking alcohol.

In ‘Los Padres Tienen la Plabra’ (‘It’s over to the Parents’), Petra Maria Pérez, Professor of Education at the University of Valencia, gives advice on how parents can talk to their children to discourage them from drinking alcohol.

The guide is distributed at educational centres and in collaboration with parents’ federations, including the National Catholic Federation of Family Parents and the Spanish Confederation of Associations of Parents of Pupils, with support from the Ministry of Agriculture.

Europe: Working with medical providers to raise awareness in Italy

In Italy, we’re working with the Italian Brewers Association to raise awareness of the risks of drinking during pregnancy, including the risk of foetal alcohol syndrome.

Our programme, ‘Se Aspeti un Bambino, L’Alcohol Puo Attendre’ (‘If You are Waiting for a Baby, Alcohol Can Wait’), reaches patients with the help of over 5,000 gynaecologists.

The Italian Gynaecologist and Obstetrician Association helped to prepare the programme content which has been endorsed by the Ministry of Health.

North America: Respect the Road in the US

In the United States, 'Respect the Road' promotes the use of designated drivers and other transportation alternatives. Its programmes include:

  • ‘MillerCoors Free Rides’

    ‘MillerCoors Free Rides’ logo

    Started in 1988, ‘MillerCoors Free Rides’ provides free public transport on New Year’s Eve and St. Patrick’s Day in Milwaukee, Waukesha and Madison to help keep the roads safe. The programme was extended in 2008 to include Denver. 1.7 million people have taken advantage of the programme, which has been endorsed by local law enforcement and government agencies.

  • ‘Keep Your Balance’

    Motorcycle fatalities in the US have steadily increased since 2002. At major motorcycle events around the country, ‘Keep Your Balance’ provides educational materials and incentives to bikers who commit to riding responsibly. Pre-paid phone cards are also distributed to encourage people not to ride if they’ve been drinking.

'MillerCoors Free Rides'

Free public transport on popular holidays

Visit the MillerCoors website

'MillerCoors Free Rides' website preview

'Keep Your Balance'

Tools and tips for motorcyclists

Visit 'Keep Your Balance' website

'Keep Your Balance' website preview

South Africa: Discouraging sales to intoxicated customers in South Africa

‘The Responsible Trader’ teaches tavern and shabeen owners how to detect behavioural cues of customers who have had too much to drink.

The training material is interactive and picture-based to accommodate differences in language and literacy skills.

South Africa: Drawing the line in South Africa

In South Africa, ‘Draw the Line’ uses television, radio and billboards to send out the message not to drink and drive. The Department of Transport’s ‘Arrive Alive’ campaign endorses the programme’s message.

Swaziland: Drawing the line in Swaziland

In Swaziland, ‘Draw the Line’ raises awareness of the dangers of drinking and driving. The programme runs throughout the year, with increased coverage during the festive season, and is carried out in conjunction with the Ministry of Public Works and Transport through its Road Safety Unit.



Uganda: Discouraging drinking and driving in Uganda

We’ve been spreading the message about the dangers of drinking and driving through billboards in Uganda’s capital city, Kampala, as well as providing stickers to motorists.

The Honourable Simon Ejua, Minister of State Transport, launched the programme, which is supported by the Ministry of Health, Uganda Police, Kampala City Council, Uganda Taxi Operators and Drivers Association and the United Bus Drivers Association.

Canary Islands: Drink drive awareness campaign in the Canary Islands

In the Canary Islands, we’ve been working with The Brewers of Spain to send drivers a strong message: if you’re planning to drive, drink a non-alcoholic beverage. Or take public transport.

In 2004, the European Commission selected ‘La Cerretera Te Pide Sin’ (‘The Road Demands You Are Alcohol Free’) to be part of the European Road Safety Charter.

The programme is sponsored by the Department for Transport and is supported by the National Confederation of Driving Schools, the Spanish Association of Operators of Petroleum Products, the Royal Automobile Club of Spain, the European Automobile Commission and others.

Romania: Targeting students in Romania

Our ‘Measure your Lifestyle’ campaign in Romania encourages students to enjoy alcohol in moderation and so avoid personal, social and health costs to themselves, their families, and society as a whole.

The programme is supported by student unions and universities.

Colombia: Helping prevent beer sales to underage people in Colombia

Todos podemos ser padres (We can all be parents) programme poster

‘Todos podemos ser padres’ (‘We can all be parents’) encourages retailers and customers to be vigilant about underage drinking – just as any concerned parent would be if they were present.

Retail staff, managers and owners receive training, and the message is reinforced through a variety of marketing materials.

South Africa: Reality Check in South Africa

A reality check from SAB advert

In 2009 SAB launched an innovative programme to tackle alcohol abuse in South Africa.

The new programme addresses drinking and driving, Foetal Alcohol Syndrome and underage drinking – issues identified as needing targeted action beyond communication and education.

Read more about Reality Check in South Africa

Responsible Retailing 00:03:22

Dr. Brad S. Krevor Ph.D., President of the Responsible Retailing Forum, talks about preventing underage sales of alcohol


View all alcohol responsibility videos

South Africa: Raising awareness in South Africa

In South Africa, our ‘Draw the Line’ campaign uses a variety of media – television, radio and billboards – to raise awareness of the risks of drinking during pregnancy.

Arrive alive 00:00:48

Our Arrive Alive anti–drink driving campaign in South Africa.


View all alcohol responsibility videos

Ghana: National Alcohol Policy in Africa

We’re working with governments, public health experts, and non-government organisations to develop national alcohol policies to reduce alcohol-related harm.

In October 2007, Lesotho was the first African country to adopt a national alcohol policy, followed by Swaziland in 2008. Uganda, Zambia, Malawi and Ghana are working on policies tailored to their countries.

“Like most developing countries in sub-Saharan Africa, Lesotho is faced with serious social and economic challenges. The recently adopted National Alcohol Policy will certainly help us address and protect the rights of different sections of the community and Lesotho Brewing Company is to be commended on the role it has played.”

Honourable Lebohang Nts’ inyi,
Lesotho Minister of Tourism, Environment and Culture.

2009 will see the annual work plans implemented, overseen by the Lesotho National Alcohol Council. They will start to put in place plans to improve the capacity of law enforcement agencies to better enforce the law, public education and social marketing programmes, server training, education on lower-risk drinking and increased use of screening and intervention techniques.