As SABMiller expanded from our base in South Africa we reviewed and strengthened our approach, introducing our commitment to responsibility into new territories.
In 2004 we agreed a new Alcohol Manifesto with expanded objectives and policies, including a global Code of Commercial Communication.
Our overall objective, as contained in the Alcohol Manifesto, has three elements:
- to promote responsibility in the use of beverage alcohol, as part of a healthy lifestyle, while at the same time endeavouring to prevent alcohol misuse and abuse
- to promote in our commercial communications our own brands among those not at risk who have made the decision to consume alcoholic beverages
- to ensure that the commitment to responsibility remains seamless across the company, while at the same time acknowledging cultural differences and differences in approach dependent on the nature of the company's investment in a particular country.
In order to accomplish this objective, the following policy applies to all SABMiller companies:
- In addition to complying with existing national legislation, statutory regulations and industry self-regulatory codes, group companies adhere to the SABMiller plc Code of practice for commercial communication.
- Internal compliance committees monitor and review commercial communications and ensure that these comply with the letter and the spirit of the Code.
- Wherever appropriate, SABMiller plc group companies include responsible messages in commercial communication.
- SABMiller plc group companies have an employee alcohol policy in place, which provides guidelines on responsible behaviour.
- SABMiller plc group companies take steps to educate the retail trade on the responsible use of the company's products and, in particular, to prevent the serving of underage or intoxicated patrons.
- SABMiller plc group companies take steps to educate consumers on the responsible use of the company's products and in particular on such issues as under-age drinking, and drinking and driving.
- SABMiller plc group companies encourage, where possible, efforts to collect data on patterns of alcohol consumption and associated problems, and encourage research projects that will provide data to direct efforts to combat misuse.
- SABMiller plc group companies cooperate with, and positively influence, the alcohol industry nationally and internationally to promote the responsible use of alcohol.
- SABMiller plc group companies collaborate with relevant national and international authorities, and non-governmental organisations, to develop effective controls and programmes to promote responsible alcohol use.
- SABMiller plc group companies formally report on progress made in terms of the policy.
A communication pack entitled “The Responsible Way” was produced to provide our subsidiaries with all the information and guidance required to implement the Alcohol Manifesto and, in particular, the Code of Commercial Communication.
Read the full Alcohol Manifesto (PDF)
Read the full Code of Commercial Communication (PDF)