AB InBev to invest $1 bn globally on smart drinking programme

Aims to reduce harmful use of alcohol by end of 2025

World's biggest beer brewer Anheuser-Busch InBev (AB InBev) today announced an investment of $1 billion on a global programme that aims at reducing harmful use of alcohol by end of 2025.

The funds will be used on social marketing campaigns and related programmes in India and other countries, the company said in a statement.

In India, the company has partnered with the National Restaurant Association of India (NRAI) as well as the Ola Cabs to work together to expand the message of smart and responsible drinking, it said.

Stating that the company aspires for a healthier world where every experience with beer is a positive one, AB InBev- India Business Unit President Ben Verhaert said: "Our theme this year promotes the idea that making smart choices about drinking today helps make tomorrow possible."

Since the change in behaviour patterns is necessary to achieve a global culture of smart drinking consumers, AB InBev said it has launched a multi-city pilot programme in six cities around the world to reduce the harmful use of alcohol by 10 per cent.

By the end of 2025, the company is also aiming to expand their product portfolio to ensure that at least 20 per cent of AB InBev's global beer volume is 'No or Lower-Alcohol' to reduce harmful alcohol use, it said.

The company said it has rolled out a new campaign called 'Who's Your Bob' for consumers in four cities — Bengaluru, Gurgaon, Hyderabad and Mumbai with an aim to promote the message of "not drinking and driving".

The announcement was made on the Global Be(er) Responsible

Day observed today. The company has been doing this annual initiative since 2010 globally to promote alcohol responsibility programmes in local communities.

Belgium-based AB InBev is engaged in production, marketing and distribution of beer, among others. Its portfolio includes brands like Budweiser, Budweiser Magnum, Corona, Hoegaarden, Stella Artois and Leffe.