Global Be(er) Responsible Day
In 2021, we extended our previous Global Be(er) Responsible Day, which aligns with the start of the United Nations General Assembly, to a full week. We worked to bring dozens of countries, hundreds of organisations and thousands of colleagues together to promote responsible consumption with internal and external campaigns with NGOs promoting road safety and partnering with retailers across Europe.
In 2022, the week took place in August, when we ran a campaign Art of Drinking across Europe where we handed out thousands of coasters with Smart Drinking messages across bars in Netherlands, Belgium, Germany, Italy and United Kingdom.
These coasters included a QR code to our newly launched new website Art of Drinking zone-wide offering information and a quiz to test out knowledge of consumers.
On top of this our teams in Italy and Germany engaged their consumers at our restaurants, pubs, and bars with a special activation by giving them drunk impairment glasses and by challenging them to complete a path: If you drink, do not drive and plan instead alternative ways to get home.
In 2022, the week took place in August, when we ran a campaign Art of Drinking across Europe where we handed out thousands of coasters with Smart Drinking messages across bars in Netherlands, Belgium, Germany, Italy and United Kingdom.
These coasters included a QR code to our newly launched new website Art of Drinking zone-wide offering information and a quiz to test out knowledge of consumers.
On top of this our teams in Italy and Germany engaged their consumers at our restaurants, pubs, and bars with a special activation by giving them drunk impairment glasses and by challenging them to complete a path: If you drink, do not drive and plan instead alternative ways to get home.
Related links
https://ab-inbev.eu/news/ab-inbev-europe-marks-first-global-smart-drinking-week/
https://ab-inbev.eu/artofdrinking/
https://www.linkedin.com/feed/update/urn:li:activity:6961290465178488832/
https://www.about-drinks.com/the-art-of-drinking-anheuser-busch-inbev-setzt-zur-global-smart-drinking-week-auf-kreative-aufklaerung/