62 countries will be involved in  Global Beer Responsibility Day

62 countries will be involved in  Global Beer Responsibility Day

Anheuser-Busch InBev, Carlsberg and Heineken have teamed with local brewers and beer associations to launch a global effort to promote responsibility around beer consumption.

The inaugural Global Beer Responsibility Day (GBRD), which is taking place today, will focus on reducing the harmful use of alcohol and promoting responsible enjoyment of beer.

A-B InBev CEO Carlos Brito said: “We know that by coordinating our activities and by making Global Beer Responsibility Day a truly collaborative effort, we can achieve much greater reach and impact with our programmes than if each of us acts alone.

 “We look forward to continuing to work with any interested partners to develop programmes that promote responsible and moderate consumption.”

The initiative will involve around 60,000 employees in 62 countries. The companies hope it will engage directly with about 1m consumers and the same number of retailers, with a further 10m consumers targetted through various drink-driving and underage drinking prevention initiatives, bartender training, education and brand-led responsibility campaigns. In Mexico, the scheme involves getting retailers to ask young adults for official ID. 

Cees 't Hart, CEO at Carlsberg, said: “Beer plays an important role in local cultures and economies and together we need to continue to contribute to this positive impact of beer in society by promoting that our products should be consumed responsibly as a part of a balanced lifestyle."

Earlier this week, the drinks industry released an update on its five-year plan to reduce harmful drinking.

Trade association the Brewers of Europe has created this video for Global Beer Responsibility Day.