Smart Drinking’: AB InBev’s new campaign to promote smart beer consumption
The AB InBev beer label is more than creative packaging. Now the multinational has set a new goal to positively influence consumer behavior by providing informative guidance labels on all our beer bottles and cans in no less than 26 countries around the world.
AB InBev is leading the way in promoting responsible drinking for what has been dubbed the ‘Smart Drinking’ campaign. “We are using the core strengths of our business and investing in evidence-based initiatives and social norms marketing, where we leverage the emotional connections people have with our brands to help promote moderation and influence positive behaviors. In addition, product labels offer another opportunity to provide practical advice and reinforce Smart Bebed messages and behaviors,” the company reiterated.
“Our local breweries are an integral part of our communities,” said John Blood, AB InBev’s chief legal and corporate affairs officer. “Placing orientation labels on 100% of our beer cans and bottles in all markets where we brew our beers, including the 26 countries where mandatory labeling is not required, is one more way our Smart Drinking initiatives can help make a positive and lasting impact in the places where we live and work,” he concluded.
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