Anheuser-Busch
InBev (Euronext: ABI) (NYSE: BUD) today released the results of
their first
international survey on attitudes toward the responsible
serving and selling of alcohol beverages. The survey provides new
data to highlight the importance of ongoing training and the opportunity
to expand these efforts. Adults of legal drinking age in eight countries
were asked about the impact that bartenders, waiters and store clerks
have on encouraging responsible drinking.
The survey found that each day, more than 30 million people have
their identification checked when they purchase alcohol beverages.
Rather than feeling irritated or embarrassed, most consumers either
don’t mind or are flattered when asked to show identification. They’re
also receptive to tips from a server or seller about making responsible
choices when drinking, such as eating food while enjoying a drink and
taking a safe ride home.
The
survey coincides with AB InBev’s fifth annual Global
Be(er) Responsible Day (GBRD). This year AB InBev will
rally its 155,000 employees and various community and business partners
around the world to focus on the influential role of servers and sellers
of alcohol beverages in promoting responsible consumption.
As part of its efforts, AB InBev is working to significantly expand
the reach of its server and seller training. As an example, the U.S.
team is partnering with the National Restaurant Association to reinforce
the importance of training. The company is launching an attempt at a GUINNESS
WORLD RECORDS™ title for “Most Pledges Received for a
Campaign” toward their goal of training 1 million servers globally by
the end of 2014.
“Anyone who sells or serves alcohol has a big influence on their
customers’ drinking behavior. Our new research shows that customers
listen to suggestions from these individuals to make responsible choices
about drinking alcohol beverages. That’s why we are aiming to train at
least 1 million servers and sellers around the world to be a greater
force for helping their customers make smart choices,” said Carlos
Brito, CEO of Anheuser-Busch InBev.
Survey: International Outlook on Responsible Serving and Selling of
Alcohol Beverages
The survey,
conducted by Brunswick Insight, polled adults of legal drinking age in
eight countries – Argentina, Belgium, Brazil, China, Germany,
Mexico, U.K. and the U.S. It asked about the prevalence of checking
identification and the attitudes toward responsible serving and selling
of alcohol beverages. Survey highlights:
-
Every day, more than 30 million adults across these markets have their
identification checked when they purchase alcohol beverages.
-
On average, identification is checked 30 times a year.
-
Most consumers either don’t mind (39%) or are flattered (15%) when
asked to show identification.
-
Men are 30% more likely than women to be asked to show identification.
-
More than one in three adults across the globe (36%) want responsible
drinking tips from servers and sellers.
-
Almost half of adults (45%) are open to suggestions about getting a
safe ride home.
-
Shakira is ranked the world’s most popular celebrity designated driver
(23%), followed closely by Kate Middleton (22%) who was voted the
second most popular.
The results reinforce AB InBev’s efforts to educate servers and sellers,
which builds a culture of responsible drinking and helps to prevent the
harmful use of alcohol.
GUINNESS WORLD RECORDS™ Attempt
AB InBev also kicked off a global attempt to set a new GUINNESS WORLD
RECORDS™ title for the “Most Pledges Received for a Campaign” by asking
bartenders, waiters and store clerks around the world to participate in
responsible serving training. AB InBev has
launched a website
for servers and sellers to pledge to serve responsibly.
Global Responsible Drinking Goals Progress
Today, AB InBev also announced third-year progress toward meeting its
six Global
Responsible Drinking Goals by the end of
2014. Progress toward the goals will be independently audited at
the end of this year, and final results will be reported in early 2015.
Year-end 2013 results show that AB InBev has already achieved four of
its six goals:
-
Reached almost 340 million adults across the globe with programs that
help parents talk with children about underage drinking, exceeding the
goal of reaching at least 100 million adults.
-
Provided identification-checking materials to 1.2 million bars and
other retailers across the globe, going beyond the target of 500,000.
-
Trained 390,000 servers and sellers of alcohol across the globe –
including bartenders, waiters and grocery store clerks – on
responsible beverage sales. AB InBev aims to train a total of at least
1 million people through a mix of both online and face-to-face
training.
-
Reached more than 1 billion legal-age consumers across the globe to
educate them about the importance of using a designated driver or safe
ride home, exceeding the target of reaching at least 500 million
consumers.
-
Invested more than 238 million USD in responsible drinking advertising
and programs, getting closer to the goal to invest at least 300
million USD.
-
Made the celebration of Global Be(er) Responsible Day an annual event
that expands impact each year through education, projects and
partnerships.
More information on the company’s responsible drinking efforts and
Global Be(er) Responsible Day is available online.
About the Survey: The survey was conducted online by Brunswick
Insight among nationally representative samples of 7,982 legal drinking
age adults in Argentina (n=433), Belgium (n=1,038), Brazil (n=1,029),
China (n=1,128), Germany (1,105), Mexico (n=1,029), the U.K. (n=1,100)
and the U.S. (n=1,010). The global margin of error is ± 1.1% at the 95%
confidence level. All surveys were conducted between August 18th
and 25th, 2014.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based
in Leuven, Belgium, with American Depositary Receipts on the New York
Stock Exchange (NYSE: BUD). It is the leading global brewer and one of
the world’s top five consumer products companies. Beer, the original
social network, has been bringing people together for thousands of years
and our portfolio of well over 200 beer brands continues to forge strong
connections with consumers. This includes global brands Budweiser®,
Corona® and Stella Artois®; international brands Beck’s®, Leffe®, and
Hoegaarden®; and local champions Bud Light®, Skol®, Brahma®,
Antarctica®, Quilmes®, Victoria®, Modelo Especial®, Michelob Ultra®,
Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Cass®,
and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality
originates from the Den Hoorn brewery in Leuven, Belgium dating back to
1366 and the pioneering spirit of the Anheuser & Co brewery, with
origins in St. Louis, USA since 1852. Geographically diversified with a
balanced exposure to developed and developing markets, Anheuser-Busch
InBev leverages the collective strengths of its approximately 155,000
employees based in 25 countries worldwide. In 2013, AB InBev realized
43.2 billion USD revenue. The company strives to be the Best Beer
Company Bringing People Together For a Better World. Learn more at ab-inbev.com,
at facebook.com/ABInBev or on Twitter through @ABInBevNews.
About Better World
Through our commitment to be the Best Beer Company Bringing People
Together For a Better World, Anheuser-Busch InBev is the beer industry
leader in social responsibility initiatives, ranking as the No. 1 brewer
on FORTUNE Magazine’s “World’s Most Admired” companies list. Our Better
World efforts focus on three pillars: promoting responsible drinking;
protecting the environment; and giving back to the communities in which
we live and work. Around the world, we develop and implement social
responsibility programs and campaigns in partnership with parents,
government officials, community organizations, retailers and others.
From promoting responsible drinking messages on some of the world’s most
watched television programming, to turning coconut husks into renewable
energy to fuel our breweries, to volunteering in the community,
Anheuser-Busch InBev and its employees are committed to making a
difference.
For more information about Anheuser-Busch InBev and Better World, please
visit: www.ab-inbev.com.
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