Responsible drinking

Stakeholders

As a leading/major brewer, we take seriously the expectations from our consumers and society at large that our commercial communication must respect the highest standards. We join forces/work together with our partners to show that meeting and exceeding these expectations continues to be our priority and we make a tangible difference to the governance of beer marketing.

“We are delighted to count SABMiller among the initiators of the Responsible Marketing Pact, a new European initiative by major beer, wine and spirits producers in WFA's membership to set common standards preventing alcohol marketing to minors. SABMiller played a key role in bringing together, for the first time, leading companies from all alcohol sectors to seek unified responsibility standards: a turning point in self-regulation. As a "commitment" to the EU's Alcohol and Health Forum, the initiative will be subject to independent monitoring and public reporting. WFA looks forward to working closely with SABMiller and our other partners in implementing this commitment.”

Stephan Loerke, Managing Director, World Federation of Advertisers

Working with SANANIM to discourage drink driving

In the Czech Republic, we are partnering with local NGO SANANIM, to provide the Promile INFO service, which allows responsible consumers to check the approximate level of alcohol in their blood by text message, app or the internet.

“The financial side of our cooperation is highly valued by SANANIM as this enables us to actively participate in improving alcohol use safety. But most important for us is the chance to be involved in the project, to use the experience of professionals in Plzeňský Prazdroj who are able to fundamentally enrich the implementation of our activities – through their experience, practical knowledge and above all their approach from a sphere different to ours as a not-for-profit organisation.”

Jiří Richter, SANANIM Executive Director

Great Plays

In the USA, MillerCoors has launched its Great Plays programme in partnership with the ABMRF/The Foundation for Alcohol Research. The programme provides funding for universities to intervene in the drinking behaviours and the harmful consequences of alcohol among their students.

“In collaboration with MillerCoors, ABMRF/The Foundation for Alcohol Research developed the Great Plays grants program to provide funding to universities to prevent and intervene in the drinking behaviours and the harmful consequences of alcohol among their students. ABMRF is the premier private foundation that fosters and communicates research to understand the effects of alcohol on health and behaviour. Serving as the independent, scientific consultant for the review of the grant applications, the Foundation provides an expert panel of reviewers to advise on the program and evaluate the proposals. Internationally recognized authorities in the fields of college drinking preventions, harm reduction and behavioural interventions, the expert reviewers ensure the credibility and effective implementation of the Great Plays program.

Great Plays is a tremendous opportunity for universities to launch evidence-based programs to help their students achieve positive outcomes on their campuses. In the development of the grants’ guidelines, the Foundation aimed to highlight for college communities the methods and measures that research has demonstrated as effective.  The cornerstone of the Great Plays program is the critical evaluation component. All proposals must use a portion of the grant funds to include a design and process for evaluating the efficacy of the program following its implementation. The evaluation provides greater understanding of the campus community, while ensuring the identification of necessary improvements for continuing the program in the future.

This coming July, the Foundation is excited to review the proposals for the $75,000 research-focused grant awarded. This larger research grant is important for allowing universities to test innovative programs to change college students’ drinking behaviors and limit harmful consequences on their campuses. The continued collaboration between MillerCoors and ABMRF/The Foundation for Alcohol Research will promote the expansion and refinement of Great Plays to a prominent program in support of universities.”

ABMRF/The Foundation for Alcohol Research