Brewers Unite With Governments, NGOs, Employees and Retailers Worldwide to Promote Responsible Drinking

Global Beer Responsibility Day expands efforts that promote
responsible consumption in 76 countries

AMSTERDAM, BRUSSELS & COPENHAGEN, Denmark–(BUSINESS WIRE)–On September 16, brewers, governments, NGOs and retailers in 76
countries around the world will partner on the second annual Global Beer
Responsibility Day (GBRD), a worldwide effort to promote the responsible
consumption of beer.

Initiated by Anheuser-Busch InBev, Carlsberg and HEINEKEN, together with
local brewers and beer associations, Global Beer Responsibility Day 2016
aims to build upon the success and momentum of year one by engaging tens
of thousands of brewer employees, more than a hundred governmental and
non-governmental organizations (NGOs) and half a million retail accounts
to reduce the harmful use of alcohol. In addition, brewers, retailers
and their partners will aim to directly engage more than 700,000
consumers and reach more than 200,000,000 consumers with responsible
drinking messages and activations.

The collaboration, which involves activities to combat drink driving and
underage consumption, bartender and server trainings and consumer
education, helps to advance the United Nations’ Sustainable Development
Goal to treat and prevent the harmful use of alcohol.

“As brewers, we are not only committed to brewing quality beers, but
also to ensuring those beers are enjoyed responsibly. We’re excited to
join together as an industry again this year to make an even greater
impact on reducing the harmful use of alcohol,” said Carlos Brito, Chief
Executive Officer at Anheuser-Busch InBev.

“Global Beer Responsibility Day is a way for us to collectively
highlight the importance of responsible drinking, and it complements the
activities we and partners do throughout the year to encourage
moderation and fight harmful consumption. We are pleased to see more and
more countries and partners coming on board, as we can only address this
important societal issue if we collaborate,” said Cees ‘t Hart, Chief
Executive Officer at Carlsberg.

Among the many efforts taking place across the globe, Anheuser-Busch
InBev and HEINEKEN, along with other local brewers through the Mexican
Beer Chamber, are partnering with municipal and state authorities from
32 federal entities to communicate a single responsible consumption
message to retailers and consumers across Mexico. In Russia, Carlsberg
and more than 2,000 employees from the members of the Russian Beer Union
– including AB InBev, EFES and HEINEKEN – are promoting responsible
sales practices to retailers across the country.

“Attitudes towards responsible consumption are changing. Increasingly we
see millennials embracing drinking in moderation to get more from their
experiences. This is an opportunity that the industry must capitalize on
by working together. By championing responsible choices through our
marketing and reinforcing our education programs with stakeholders, we
can positively influence behaviour,” said Jean-François van Boxmeer,
Chief Executive Officer at HEINEKEN.

“Global Beer Responsibility Day embodies the notion that we are stronger
together,” said Simon Spillane, Chairman of the Worldwide Brewing
Alliance. “United through local brewers associations across the world,
brewers large and small are working together with NGOs and government
partners to support and roll out innovative, effective campaigns that
both promote responsible beer consumption and support the fight against
alcohol misuse.”

For more information on how brewers are helping encourage moderate
consumption and reduce the harmful use of alcohol, visit the Worldwide
Brewing Alliance website at: http://gsri.worldwidebrewingalliance.org/php/home.php

About Global Beer Responsibility Day

Global Beer Responsibility Day is an annual industry-wide initiative
that brings together brewing companies, big and small, and beer
associations, to highlight and reinforce the responsibility efforts
conducted and supported by brewers in partnership with wholesalers,
retailers, government and law enforcement officials, NGOs and others.
Established in 2015 on the initiative of Anheuser-Busch InBev, Carlsberg
and HEINEKEN, Global Beer Responsibility Day is an occasion for brewers,
together with many local partners and stakeholders, to launch and
showcase a variety of both new and ongoing programs aimed at reducing
the harmful use of alcohol, including drink driving and underage
drinking. The initiatives include server and seller training,
ID-checking programs and consumer education efforts, among others.

Contacts

Anheuser-Busch InBev:
Jessica Adkins, +1-212-573-9288
Jessica.adkins@ab-inbev.com
or
Carlsberg:

Wouter
de Groot, +45 3327 2144
Wouter.JoostdeGroot@carlsberg.com
or
HEINEKEN:
Holly
Bostock, +31 (0)20 5239228
holly.bostock@heineken.com