ABinBev’s six City Pilots for reducing alcohol misuse
In 2020, AB InBev began its Alcohol Health Literacy labelling project. This project aims to introduce several responsible drinking messages on labels by 2023, including:
– A ‘Don’t drink & drive’ logo
– A ‘Don’t drink when pregnant’ logo
– Texts with actionable advice
The actionable smart drinking messages appearing on beer labels across Europe have been developed in conjunction with public health researchers at Tufts University School of Medicine and include different warning messages against drinking and driving, underage drinking, moderate drinking and consuming alcohol when pregnant or breastfeeding amongst others.As part of its Global Smart Drinking Goals, AB InBev launched six City Pilots around the world. These City Pilots serve as laboratories for testing and evaluating evidence-based initiatives to reduce harmful drinking and identify promising ones worth scaling up. The interventions within the pilots focus on addressing drinking and driving, underage drinking, binge drinking and other issues of local relevance. By 2025 we hope to take successful interventions global.
Local knowledge and leadership are critical components of the City Pilot approach. In each region a Steering Committee of local stakeholders, including government, universities and non-governmental organisations (NGOs), is charged with setting the direction of their city pilot, selecting and managing execution of programs, and coordinating partners.
One of the city pilots has run in Leuven, Belgium, since 2017. With key projects like a Responsible Beverage Service training and a Screening & Brief Intervention project for detection of harmful use of alcohol, the projects are reducing harmful alcohol consumption in the city.
– A ‘Don’t drink & drive’ logo
– A ‘Don’t drink when pregnant’ logo
– Texts with actionable advice
The actionable smart drinking messages appearing on beer labels across Europe have been developed in conjunction with public health researchers at Tufts University School of Medicine and include different warning messages against drinking and driving, underage drinking, moderate drinking and consuming alcohol when pregnant or breastfeeding amongst others.As part of its Global Smart Drinking Goals, AB InBev launched six City Pilots around the world. These City Pilots serve as laboratories for testing and evaluating evidence-based initiatives to reduce harmful drinking and identify promising ones worth scaling up. The interventions within the pilots focus on addressing drinking and driving, underage drinking, binge drinking and other issues of local relevance. By 2025 we hope to take successful interventions global.
Local knowledge and leadership are critical components of the City Pilot approach. In each region a Steering Committee of local stakeholders, including government, universities and non-governmental organisations (NGOs), is charged with setting the direction of their city pilot, selecting and managing execution of programs, and coordinating partners.
One of the city pilots has run in Leuven, Belgium, since 2017. With key projects like a Responsible Beverage Service training and a Screening & Brief Intervention project for detection of harmful use of alcohol, the projects are reducing harmful alcohol consumption in the city.