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Europe

  • Significant businesses with production operations
  • Selling operations and major export markets
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Providing information in Romania

As part of their ongoing alcohol responsibility programme Ursus Breweries has launched the "desprealcool" website. This Romanian version of 'Talkingalcohol.com' provides consumers with accurate and balanced information about alcohol consumption.

At the same time the business launched 'Find your equilibrium', a long term campaign to present information on various aspects of alcohol consumption. The first stage of the programme launched in July 2010 was aimed at young people above the legal drinking age and provides information on alcohol consumption in social situations aiming to demonstrate that beer adds to the enjoyment of life for the overwhelming majority of people, when it is drunk responsibly. The campaign seeks to engage stakeholders groups in debates covering the implications of alcohol consumption, both physical and social.

Dreher Breweries Alcohol Responsibility Programme

Programme poster

The aim of Dreher Breweries’ Alcohol Responsibility Programme was to initiate a dialogue on responsible alcohol consumption among Hungarian adults, the government and NGOs using a dedicated website at www.alkohol.info.hu.

Visitors to the website can access relevant information including the expert opinion of scientists, government officials and others on responsible alcohol consumption.

In its first year the website attracted 131,910 visitors. In an independent survey, 89% of visitors found the website interesting, 79% found it credible and 64% thought it contained content that met their personal interests.

One feature of the programme was that it enables stakeholders to share information and openly state their positions on alcohol. In all, 504 comments on 31 different topics were posted on the website. 68% of visitors argued for moderate consumption, 70% emphasised the importance of personal responsibility, 52% wrote about their personal experience and 20% of visitors asked for help or advice.

Debate addresses alcohol issues

Plzeňský Prazdroj talking at a workshop

In March 2010, Plzeňský Prazdroj, hosted a workshop with SANANIM, one of the largest NGOs in the Czech Republic focusing on the prevention and treatment of a variety of addictions, to encourage a variety of organisations to work collaboratively to reduce drink driving across Europe.

Under the title "Alcohol Behind the Wheels" the workshop was attended by representatives of national and international legislations, of the executive branch and beer makers as well as non-governmental bodies and was the first event of its kind in the Czech Republic. Experts came from a number of different European countries including Poland, Hungary, Slovakia and Romania as well as the Czech Republic.

The meeting began with trying to find a common platform, which would effectively lead partners to cooperation on larger programmes with various focuses. An example of such cooperation is the Promile INFO service, which is run by the civic association SANANIM in association with Plzeňský Prazdroj. This service informs drivers of the approximate level of alcohol remaining in their bloodstreams. Thanks to contributions by breweries from the SABMiller group towards this initiative, it has also been launched in Slovakia and in Poland.

Preventing underage alcohol sales in Poland

In Poland, our ‘Underage Access Denied!’ initiative educates retailers not to serve alcohol to underage people.

The programme consists of a comprehensive mix of education and server training at retail outlets and music festivals, as well as a series of 25 television programmes, produced in cooperation with National TV, that address the social problem of alcohol sales to minors.

The initiative has the support of experts, government and non-government institutions.

SMS campaign in the Czech Republic

In the Czech Republic, our ‘Promile SMS’ campaign is helping to keep drunk drivers and drunk cyclists off the road.

People can send a text message stating how much they’ve had to drink, along with their weight and gender, to a service provider. They then receive a message estimating their present blood alcohol content level and roughly how long it will take before this will drop to zero.

The Czech Ministry of Health has endorsed the programme.

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

Discouraging drink driving after large events

In Italy, we’re helping to keep drunk drivers off the road after large events.

We start by training event staff on how to serve alcohol responsibly. At the events, we provide free water and a leaflet on not drinking and driving to attendees, and offer free taxi rides to anyone who needs them.

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

Discouraging drink driving in Poland

Drinking and driving Poland poster

In Poland, we’re working with the Polish Brewers Association to keep drunk drivers off the road. The campaign aims to educate young people that you should never drink and drive. It includes incentives for getting home safely by bus or taxi and educational games, and encourages friends to nominate a designated driver on a night out.

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