We aspire for a healthier world where every experience with beer is a positive one. We are passionate about brewing great beers for our consumers to enjoy, but “not all the drinking choices of our consumers are the right ones all the time. The harmful use of alcohol remains an issue of significant concern to governments, society and to us”
The majority of our consumers enjoy a beer in moderation with friends and families but there is a minority who drinks too much, putting themselves and people around them at risk of harm. There is no simple solution to addressing alcohol-related harm, nor can the issue be resolved by a single company acting alone. We are aligned to the World Health Organisation’s global target of a 10% reduction in the harmful use of alcohol by 2025.
INFLUENCING SOCIAL NORMS AND BEHAVIOUR
We endeavour to leverage our marketing capabilities to influence social norms and individual behaviours as part of our smart drinking initiatives. We believe that our policies on employee behaviour, commercial communication, product labelling and the company-wide education programmes reinforce high levels of conduct in relation to alcohol consumption. These policies encourage responsible marketing, reducing appeal of beer to under age consumers, safeguards on access to digital platforms, discouraging binge drinking etc.
OUR 6 CORE PRINCIPLES
- Our beer adds to the enjoyment of life for the overwhelming majority of our consumers
- We care about the harmful effects of irresponsible consumption.
- Alcoholic drinks are for adults, and consumption is a matter of individual judgement and accountability.
- Information provided to consumers about alcohol consumption should be accurate and balanced.
- We engage stakeholders and work with them to address irresponsible consumption.
- We expect our employees to aspire to high levels of conduct in relation to alcohol consumption
Working with 11 universities in Zimbabwe under the BOOST Fellowship, Enactus under which tertiary students undertake projects that communicate and advance behaviour change around alcohol in their communities and at their campuses.
Underage Drinking (PLEDGE<18)
The Pledge <18 programme which we launched in 2015, advocates against underage drinking while driving the commitment of young people to this cause through signing their pledges. This also partners ZIMPACT, BOOST, and National Blood Services.