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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.


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.

Our campaigns: Drinking and driving

See how we're encouraging people not to drive drunk

A motorway with SABMiller's anti-drinking and driving campaign on an overpass