SportBob designated driver initiative

In the Netherlands, the brewing sector has supported the pan-industry designated driver BOB campaign of the Dutch Traffic Safety Association for many years, more details of which can be seen later in this report. However, in addition, Nederlandse Brouwers since 2013 has paid special attention to the SportBob initiative, supporting this with the provision of alcohol-free beers for sports clubs so that, post-match, players can still enjoy a beer before taking the wheel of the car. Nederlandse Brouwers has also shared best practice amongst members about how alcohol free beer can be more readily available at events. In Belgium, which also has a BOB designated driver campaign, ABInBev has run a responsible drinking campaign since 2013 (“Drink 0.0 Blaas 0.0”) that also promotes alcohol-free beer. In the summer of 2013, to stimulate and educate customers on the “don’t drink and drive” message, Hoegaarden 0.0% ABV beer was offered at “after work” terraces, while Hoegaarden Rosé 0.0 was promoted at cinema drive-ins.