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Responsible drinking

Discouraging irresponsible drinking

Europe: Alcohol responsibility training

Alcohol Health Forum logo

In 2007 SABMiller Europe became a member of the European Commission’s EU Alcohol & Health Forum. As part of our membership we made a number of commitments to the Forum, one of which included the launch of a new alcohol responsibility training programme. This was developed to embed the new alcohol responsibility framework.

The training was developed in the form of three tailored modules, ranging from three to eight hours. These targeted different groups including marketing, legal, corporate affairs, sales and senior management. To date over 4,000 employees have been trained with over 600 of those receiving eight hours’ training.

All training will be finished by the end of May 2009 with a final report being submitted to the Forum at the end of June. Subsequent to this first stage of training an e-learning package will be rolled out and the training will become part of the induction process in other functions.

USA: Free transport schemes from MillerCoors

A bus

For 22 years, the MillerCoors Free Rides™ and Plan Ahead Colorado programmes have been paying the fares for bus and light rail passengers on New Year’s Eve and St Patrick’s Day. The message has been simple: plan ahead, drink responsibly and don’t get behind the wheel if you’ve been drinking.

Since its inception, the MillerCoors Free Rides™ scheme has provided 1.8 million free rides on New Year’s Eve. Key to its success has been the collaboration between the company, transit systems, community and civic organisations, law enforcement agencies and the media.

Research indicates that drunk driving is the greatest alcohol-related concern for consumers and offering alternative transport is seen as a real public service. The programmes are fully supported by law enforcement and public safety agencies, state chapters of Mothers Against Drink Driving and community and government organisations.

USA: Respect 21: helping to prevent underage access to alcohol in the US

Created in partnership with Dr Brad Krevor of Brandeis University and with the help of local distributors, ‘Respect 21’ gets retailers engaged in improving their efforts not to sell alcohol to underage customers.

The programme was first piloted in two Wisconsin cities, and has now been expanded to 13 states.

Retailers are given evidence-based training materials to help them fill gaps in their current policies and practices. Younger mystery shoppers of legal age are then sent in to purchase alcohol. The mystery shoppers evaluate how well the staff did in asking for and validating their proof of age. They provide on-the-spot feedback, and a performance evaluation is sent to the owner.

Improvements have been seen in every city where the programme has been conducted. In Miami, there was a 100% increase in the number of times clerks requested proof of age. In New York, pass rates increased from 67% in the first quarter of the programme to 89%.

Czech Republic: Promile

Promile.INFO service

Our Czech business, Plzensky Prazdroj, is working in partnership with the Sanamin Foundation to raise awareness of its Promile.INFO service.

The anonymous service provides a practical tool for personal alcohol control, which can be accessed anywhere and at anytime. Consumers can be informed about their blood alcohol content (BAC) level by sending a text message to the service with information such as their gender, age, weight, when they started drinking and what they have drunk. They immediately receive a text message back with an estimate of when their BAC will reach zero. Based on a scientifically verified methodology, the service gives an indication of roughly when it’s safe to drive after consumers have been drinking.

As well as supporting the project financially since 2007, Plzensky Prazdroj is helping to raise awareness and take-up of the service with a press campaign and the distribution of over a million information cards.

Colombia: We can all be parents

An alcohol retailer

In recent years underage drinking has become a major concern for Colombian society. As the country’s largest brewer, SABMiller’s Colombian subsidiary, Bavaria, launched a campaign called “Todos podemos ser padre” (“We can all be parents”) in January 2006.

The campaign’s purpose was to persuade retailers not to sell alcohol to minors. Conducted in partnership with the national retail federation, FENALCO, the country-wide media campaign was supported by point-of-sale materials and training for retailers. A central aim of the campaign was to enforce the laws against selling alcohol to underage people. The national police played an important part in taking the campaign forward.

With further support from the city’s mayor, the results were apparent in the capital, Bogotá, within a year. Other local governments are now becoming involved as the campaign extends to different regions of the country.