Responsible Server training
An online responsible server training for servers and sellers of alcoholic beverages was launched in 2013 on the business-to-business websites of AB InBev in the UK, Belgium, Germany, the Netherlands and France. This training provides servers and sellers of alcoholic beverages with information on subjects including the legal purchasing age, the effects of alcohol and how to act in challenging situations and provides certificates after successful completion.
In Belgium, since September 2013 a responsible serving module has also been included in AB InBev’s ‘Perfect Server’ bar staff training schemes. In 2014, as part of its annual local company-wide initiative to celebrate alcohol responsibility initiatives, this day focused on ID checks and responsible serving training. The ID Check Campaign was officially launched by Philippe Vandeuren, Kenny Thompson (football player) and a council member of the city of Leuven. Employees participated in “Feet on the Street” in Brussels, Leuven and Liege, and trained bartenders and staff on how to serve beer responsibly with the new online tool: Responsible Server training.
In The Netherlands, serving training is also provided by AB InBev for bar staff of clubs of the Jupiler League and selected clubs who participate in the Eredivisie. As well as online training, offline (live) training was also provided by the sales team when they visited the different points of contact.
In Belgium and the Netherlands, third-party agencies also supported the initiative to help reach the servers and sellers with the training. Between September 2013 and December 2014, 11,204 people were targeted. AB InBev has also committed since 2013 to address responsible marketing and sales through the distribution chain by including clauses in new/renewed contracts to promote the distribution of ID-checking education materials to sales outlets (on and off trade), distribute these materials through AB InBev’s own sales representatives across Europe and communicate an online responsible serving module on all B2B websites where on-trade and retail businesses purchase products.
In Belgium, since September 2013 a responsible serving module has also been included in AB InBev’s ‘Perfect Server’ bar staff training schemes. In 2014, as part of its annual local company-wide initiative to celebrate alcohol responsibility initiatives, this day focused on ID checks and responsible serving training. The ID Check Campaign was officially launched by Philippe Vandeuren, Kenny Thompson (football player) and a council member of the city of Leuven. Employees participated in “Feet on the Street” in Brussels, Leuven and Liege, and trained bartenders and staff on how to serve beer responsibly with the new online tool: Responsible Server training.
In The Netherlands, serving training is also provided by AB InBev for bar staff of clubs of the Jupiler League and selected clubs who participate in the Eredivisie. As well as online training, offline (live) training was also provided by the sales team when they visited the different points of contact.
In Belgium and the Netherlands, third-party agencies also supported the initiative to help reach the servers and sellers with the training. Between September 2013 and December 2014, 11,204 people were targeted. AB InBev has also committed since 2013 to address responsible marketing and sales through the distribution chain by including clauses in new/renewed contracts to promote the distribution of ID-checking education materials to sales outlets (on and off trade), distribute these materials through AB InBev’s own sales representatives across Europe and communicate an online responsible serving module on all B2B websites where on-trade and retail businesses purchase products.