Top alcohol CEOs join forces for digital marketing pledge

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The CEOs of the world's top alcohol producers including Anheuser-Busch InBev, Diageo and Beam Suntory have pledged to jointly develop new industry standards for digital marketing.

The CEOs said they can "achieve more together"

The CEOs said they can "achieve more together"

In a statement last week, the heads of 11 leading beer, wine and spirits companies said the standards will aim to ensure that alcohol advertising only targets those adults that can "lawfully buy our products". The pledge comes as the "explosion of digital channels... transforms the way in which people understand and interact with our brands", the CEO's added.

"By working with our marketers internally, agencies and social media companies we believe we can create these rigorous standards for our industry and potentially for others," the statement continued. "We know we can achieve more together than we can by working separately."

Digital marketing for alcohol has proven to be more more challenging than in other industries because of concerns that people under the legal drinking age may be able to view content. Some producers worry that age-gating on social media sites is not yet strong enough to allow them to invest in wide-scale marketing programmes.

The joint-statement was signed by AB InBev's Carlos Brito, Diageo's Ivan Menezes, Beam Suntory's Matt Shattock, Heineken's Jean-Francois Van Boxmeer, Carlsberg's Ceet 't Hart, Pernod Ricard's Alex Ricard, Bacardi's Mike Dolan, Kirin Holdings' Yoshinori Isozaki, Asahi's Naoki Izumiya, Molson Coors' Mark Hunter and Brown-Forman's Paul Varga. It was organised by the International Alliance for Responsible Drinking.

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