Smart Drinking

Cheers to being responsible together

“Beer has been a part of cultures around the world for thousands of years, and at Zambian Breweries, we believe that every experience with beer should be a positive one. While we have made some progress, we know this is not yet the case. We are focusing on moving beyond awareness–raising to driving real change in our company and the communities in which we live and work through evidence-based interventions.”

Our Smart Drinking Goals

Our Global Smart Drinking Goals are a set of programs and initiatives focused on shifting social norms, consumer behaviors, and our own business practices — in order to make a tangible contribution to the reduction of harmful use of alcohol globally.

Goal 1: Reduce the harmful use of alcohol by at least 10% in six cities by the end of 2020. Implement the best practices globally by the end of 2025.

Goal 2: Invest $1 billion USD across our markets in dedicated social marketing campaigns and related programs by the end of 2025.

Goal 3: Ensure No- or Lower- Alcohol beer products represent at least 20% of AB InBev’s global beer volume by the end of 2025.

Goal 4: Place a Guidance Label on all of our beer products in all of our markets by the end of 2020. Increase alcohol health literacy by the end of 2025.