Responsible Consumption

Our primary responsibility to our consumers is to ensure that our products are safe and of the highest quality. However we also have an additional responsibility relating to how consumers use our products.

While the majority of our consumers enjoy our beers in a responsible way, we acknowledge that alcohol can be misused, leading to serious impacts for individuals and communities. Problems include driving when drunk, underage drinking or simply drinking too much. Personal choice and behavior play a large part in this, presenting us with an opportunity to educate and influence consumers on how to make responsible choices and enjoy our products in moderation.

We have a two-fold approach to ensuring our wider product responsibility. First, we ensure that our own marketing activities support our position on responsible drinking and do not encourage alcohol misuse. Second, we help address or prevent alcohol-related problems through targeted campaigns.

Key Topics

In our 2007 Global Citizenship Report we focus on the following key topics:

• Defining moderate consumption.
• The link between alcohol and health.
• InBev’s position on alcohol consumption.
• Responsible marketing and our Code of Commercial Communications.
• Industry-wide responsibility.
• InBev’s responsible drinking campaigns covering drinking and driving prevention; education and awareness raising, and supporting legal restrictions on drinking.