A-B InBev says it has spent about US$930m on responsible-drinking campaigns

A-B InBev says it has spent about US$930m on responsible-drinking campaigns

Anheuser-Busch InBev has launched a new responsible drinking campaign in the United States - 30 years after a similar initiative was launched. 

The Nation of Responsible Drinkers campaign asks people to promise to drink responsibly by making a pledge through a website and social media outlets. "We're looking to the future of alcohol responsibility, and we see the potential in social media - with its ability to bring adults together and peer-to-peer persuasion - to help friends and family make smarter choices," said A-B Inbev US corporate social responsibility VP Kathy Casso.

In 1982, the brewer launched a similar initiative - Know When to Say When - which it claims was the first responsible-drinking advert to air on US national television. The advert ran for ten 10 years. Since then A-B InBev says its has spent around US$930 million on promoting a respsonsible drinking message. 

To read a four-part management briefing from just-drinks on drinks industry and responsible drinking, click here.