We are concerned by the potentially negative consequences of irresponsible consumption and are committed to addressing misuse and abuse.
In many cultures around the world, alcoholic beverages have, since the earliest times, played an important role in social life and community celebrations.
There is also an expanding body of evidence to show that the responsible consumption of alcoholic beverages by those not at risk can be compatible with a healthy and balanced lifestyle. At the same time however, excessive or irresponsible consumption of alcohol can result in negative personal, social or health consequences.
We acknowledge that the vast majority of consumers drink responsibly, but we are concerned by the potentially negative consequences of irresponsible consumption and are committed to addressing misuse and abuse. In this regard we believe we have an important role to play in partnership with governments, NGOs and the public health community.
Advocating and encouraging responsible consumption and facilitating targeted interventions that reduce misuse and abuse are at the heart of our commitment.
Helping to create a consumer environment where moderate, responsible attitudes to consumption prevail, is a way we can contribute to addressing misuse and abuse.
In our view, no single action is likely to reduce alcohol problems and a mix of self-regulation, enforcement of existing laws governing sale and consumption, and targeted interventions, combined with individuals taking personal responsibility for their drinking choices, is the most appropriate response.
Alcohol consumption is associated with a broad range of outcomes, both positive and negative. Some are related to health, others to the social aspects of drinking. The consequences individuals are likely to experience from their drinking are a direct result of their so-called “drinking patterns”. There is growing recognition that drinking patterns are a more reliable predictor of outcomes than just the quantity of alcohol consumed, i.e. how people drink is at least as important as how much they drink.
It is necessary however to address both chronic patterns of abuse as well as the harm that may result from occasional over-consumption by those whose total consumption may not be excessive.
As a demonstration of our commitment to responsible drinking, we launched our Alcohol Manifesto with a clear set of objectives and ten policy provisions, including a stringent Code of Commercial Communication.
The Manifesto sets a consistent worldwide standard that all group companies must meet or exceed, and is integral to how we do business.