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Case studies

Local action

Our approach to sustainable development is to set out an overall framework but to give our operations the flexibility to implement programmes that best meet their local circumstances.

View the case studies below to see how we implement our 10 sustainable priorities locally.

Farmers working in a field

South Africa: You Decide: addressing underage drinking in South Africa

You Decide poster

Last year in South Africa, SAB (Pty) Ltd launched its You Decide programme to tackle one of the alcohol-related issues that most affects South African society – underage drinking.

Run in partnership with the Department of Trade and Industry and the National Youth Development Agency, the programme works with parents and teachers to teach teenagers about the impact their choices can have on their future.

Read more about You Decide: addressing underage drinking in South Africa

Botswana: Training 600 retailers and traders

A public speaker holding a microphone

In Botswana, Kgalagadi Breweries (Pty) Limited has launched a programme to promote responsible alcohol consumption. The programme aims to provide information to retailers and traders on their role in reducing alcohol abuse, to empower them to change behaviour in their establishments, to encourage responsible trading and interaction with consumers and to establish a clear view of what it means to be a responsible trader.

The programme focuses on topics such as drinking responsibly, not drinking when pregnant or underage and not drinking and driving It also promotes responsible communication and promotions. To date, 600 traders have completed the training.

Colombia: We can all be parents

non-alcoholic beer

In Colombia, Bavaria promotes a zero-tolerance approach to selling alcohol to underage people through its We can all be parents campaign.

The campaign – run in partnership with Fenalco (a social justice NGO) and the national police – focuses on educating retailers on the dangers of underage alcohol consumption, the importance of protecting minors and the legal implications and potential risks for their business if they are caught selling to minors.

Through the campaign, Bavaria has trained 32,000 retailers and conducted 59 national events for retailers, consumers, employees, the media and NGOs.

Czech Republic: The responsible choice – non-alcoholic beer

Birell non-alcoholic beer

SABMiller produces a number of non-alcoholic beer brands around the world. In the Czech Republic, non-alcoholic beer accounts for approximately 3% of the beer market. Plzeňský Prazdroj's Birell was established 20 years ago and in November 2012, was voted the non-alcoholic beer of the year by the Association of the Friends of Beer.

As well as the original Birell, Plzeňský Prazdroj produces a range of variants which include Birell Light, Birell Semi-Dark with hints of caramel, Birell Lime & Raspberry and Birell Lemon & Pomegranate. With these, the Company is able to satisfy the increasing demand from adult consumers who prefer a non-alcoholic beer and to provide an alternative for occasions when alcohol cannot be consumed.

Ecuador: Nominated driver programme changes drinking patterns

To address drink-driving, Cervecería Nacional in Ecuador runs an education programme called Nominated driver under which so-called ‘responsible agents’ have visited over 34 bars and night clubs in the city of Cuenca to promote the idea of assigning a designated driver – a person volunteering not to drink and to drive friends home. The driver has the opportunity to check his or her blood alcohol content before leaving the club.

According to independent evaluation by Propraxis (an external research company), over 53% of participants claimed to have changed their drinking patterns, 40% believe they are now more responsible than before, and 22% are more aware of drinking and driving campaigns.

Ghana: Responsible retailing

Accra Brewery workers

In Ghana, Accra Brewery Ltd's Responsible Retailing programme works with experts from the Health and Work Environment Agency on issues such as alcohol's effect on the body and alcohol and pregnancy.

The training was piloted with 32 retail outlets in the Greater Accra region. Over the next year, the company plans to expand the training to cover its retailers in all 10 regions of Ghana.

India: Respect the road

Respect the road campaign

SABMiller India has linked up with the International Center for Alcohol Policies (ICAP) and law enforcement agencies in Delhi and Karnataka in a project to address drinking and driving.

The campaign promotes responsible drinking and encourages alternatives to drinking and driving such as hiring a driver, renting a cab or nominated a designated driver.

The programme communicates its messages through campaign hoardings, local radio stations and contacts at police check posts, petrol pumps, metro stations and elsewhere. Messages highlighting responsible drinking and alternatives to drinking and driving are also on display in popular bars and pubs. The success of the programme will be evaluated in co-operation with the traffic police.

USA: Safe rides home

Our US joint venture, MillerCoors is committed to encouraging at least one million consumers a year to be designated drivers or to choose alternative transport and avoid drink-driving. Consumers can be a part of the campaign by pledging to be a designated driver, utilizing 1800TAXICAB services or participating in Miller Lite and Coors Light Free Rides™ programmes. Over the last three years, MillerCoors has engaged 8.7 million people in these ways. Its success so far has led it to set a new target of engaging 10 million people by 2015.

Since 1987, the Miller Lite Free Rides™ programme in Milwaukee has provided safe transport home for over three million people after public celebrations. In 2012, MillerCoors became the first corporate sponsor of Chicago's New Year's Eve Penny Rides programme, taking 130,000 revellers safely home.

Poland: Reducing drink-driving in Poland

Someone using a phone at a bar

In Poland, Kompania Piwowarska has established its Test your blood alcohol content programme to improve traffic safety by raising drivers' awareness of how alcohol affects the body. Initiated in 2008, the programme includes working with the local police to run educational stands at national motor shows. Over 50,000 people have been contacted since the start of this initiative.

Kompania Piwowarska has also designed a mobile phone app which allows responsible consumers to check the approximate level of alcohol in their blood by text message or the internet. Through the app, consumers can also obtain telephone numbers for over 300 local taxi companies.

Once data is provided (gender, body weight, age and the amount of alcohol consumed), the app calculates the blood alcohol content and the approximate time after which it will be safe to drive. To date, over 80,000 Poles have tested their blood alcohol content in this way.

Similar apps have also been developed in other European countries such as the Czech Republic and Slovakia where a new version (ProMileLady) has now been developed specifically for women.

Uganda: Encouraging responsible consumption across the value chain

Public speaker encouraging responsible consumption

Alcohol abuse – particularly the consumption of illicit alcohol – is a problem among some rural farmers in Uganda. In response, Nile Breweries has developed an innovative programme to communicate alcohol responsibility messages to a largely illiterate group of farmers in an easy-to-understand and engaging way.

Designed to provide information on responsible consumption, the programme was developed in partnership with Health Initiatives in the Private Sector (HIPS) and a USAID-funded NGO. In its first year it reached 1,300 farmers.

Nile Breweries also has a partnership with the Uganda Police to provide training for retail outlets. The aim is to promote responsible alcohol consumption, avoid the selling of alcohol to underage or already intoxicated consumers and discourage driving after drinking. Last year 700 retailers took part in the programme.

USA: Responsible retailing programme

A Millers High Life bar tap

In partnership with the Responsible Retailing Forum and Brandeis University, MillerCoors in the USA has developed the Respect 21 Responsible Retailing Programme to help retailers avoid selling alcohol to underage individuals. During the 12-month programme, each retailer receives branded underage-prevention point-of-sale items, a help guide based on a government-recognised document and quarterly newsletters and management tools. To monitor progress, retailers receive quarterly, confidential, legal-age, mystery shopper inspections.

This academically researched programme has helped to change the behaviour of over 1,000 retailers in more than 20 communities since its launch in 2005. Every city in which the programme has been implemented has seen improvements. In Miami there was a 100% increase in the number of times retailers requested proof of age. In New York, pass rates increased from 67% in the first quarter of the programme to 89% by the end.