Our Smart Drinking Goals
We support the World Health Organization (WHO) target of reducing the harmful use of alcohol by at least 10% in every country by 2025, and United Nations Sustainable Development Goal (UN SDG) target 3.5 to strengthen the prevention of harmful use of alcohol globally. Our Smart Drinking Goals are intended to drive real progress to help meet these ambitions.
Social Norms
Influence social norms and individual behaviours to reduce harmful use of alcohol by investing at least USD$2,000,000 in our regional market in dedicated social marketing campaigns and related programs by the end of 2025.
No and Low Alcohol Beer
To look at feasibility of introducing no alcohol beer into the market and ensure No- and/or Low- Alcohol beer products represent at least 20% of our beer volume by the end of 2025.
Label and Alcohol Health Literacy
Continue to monitor on a yearly basis that all our beer products in our markets comply to the legislation in terms labelling in order to increase alcohol health literacy by 2025.
We believe that every experience with beer should be positive and are committed to reducing the harmful use of alcohol around the world. We support the World Health Organization (WHO) target of reducing the harmful use of alcohol by at least 10% in every country by 2025, and the United Nations Sustainable Development Goals (UN SDG) ambition to strengthen the prevention of harmful use of alcohol globally. We are using our Smart Drinking Goals as benchmarks to shift social norms and behaviours around harmful alcohol use while improving our own business practices. We recognize that partnerships are essential to achieving our goals and are taking a multi-stakeholder approach. We have been collaborating with public health experts to help reduce the harmful use of alcohol.
Social Norms
Our goal: Influence social norms and individual behaviours to reduce harmful use of alcohol
by investing at least USD$2,000,000 in our markets (Zimbabwe and Zambia) in dedicated social marketing campaigns and related programs by the end of 2025. We continue to make progress towards our Social Norms goal by investing in social marketing programs and campaigns to influence behaviour.
Since 2018, we have invested approximately USD$700,000 in social norms programs, social marketing and related initiatives. Our Smart Drinking Commercial Communications Code continues to guide our commercial teams on how to sale and market our beers in a responsible way by not appealing to underage consumers, not depicting irresponsible alcohol consumption, and by putting safeguards in place in our digital communication platforms. 374 commercial personnel including our advertising agencies were trained on the code. The Code includes an internal review and approval process to ensure compliance. 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.
In 2019, for the fourth consecutive year we have run with the “Designated Driver Campaign” in partnership with the Traffic Safety Council of Zimbabwe for major events. We have breathalysers to tests consumers their alcohol level at major events like the Castle Tankard, July Festival and the Castle Lager National Braai Day. To date, over 4,600 consumers have been tested and 64 have requested for a designated driver to take them home after an event.
We have refreshed the “Drink Responsibly” campaign to motivate consumers to moderate consumption of alcohol so they can live their fullest lives. Through this campaign andtargeted intervention, we continue to change alcohol consumption behaviours and challenge social norms.
In addition, since 2015 we have been working with 12 universities across the country (Zimbabwe) under the BOOST Fellowship partnership where tertiary students undertake projects that communicate and advance behaviour change around alcohol in their communities and at their campuses.
Lastly the Pledge <18 campaign is running. This campaign advocates against underage drinking while driving the commitment of young people to this cause through signing their pledges. The programme partners ZIMPACT, BOOST Fellowship and the National Blood Services.
NO- AND LOW- ALCOHOL BEEROur goal: To look at feasibility of introducing no alcohol beer into the market and ensure No- and/or Low- Alcohol beer products represent at least 20% of our beer volume by the end of 2025.
We continue to build our portfolio of great-tasting low- alcohol beer. In 2019, low alcohol beer accounted for approximately 8% of our beer volume – mainly coming out of Golden Pilsener sales which is 3.8% ABV.
LABELING AND ALCOHOL HEALTH LITERACY
Our goal: Continue to monitor on a yearly basis that all our beer products in our markets comply to the legislation in terms labelling in order to increase alcohol health literacy by 2025.
We believe in transparency and in helping our consumers understand why and how alcohol
should be consumed within limits. For these reasons, we are working to increase alcohol literacy among them. In 2019, work began to align our can packaging with the Rest of Africa where the “do not drink and drive and do not drink alcohol whilst pregnant” icons were added. This is being done to improve alcohol health literacy in our market.
ROAD SAFETY
CREATING SAFER ROADS FOR OUR PEOPLE AND LOCAL COMMUNITIES
At Delta we are committed to doing our part to improve the communities where we live and work and improving road safety is a key pillar of that commitment. Road safety is a deeply personal issue for us – our 5,000 employees and their families travel the world’s roadways every day. We have a fleet compliment of 250 heavy vehicles, 600 light motor vehicles and this travel +\- 10,000,000 kms every year – so reducing road safety risks is a top priority.
We are aligned with the UN SDG’s ambitious target of halving the global number of deaths and injuries from road traffic crashes by 2020. We recognize that most underlying road safety risk factors are ultimately within human control. Collective action to address these factors is critical to achieving the SDG target – and we believe the private sector industry has an important role to play.
We also recognize that impaired driving is one of the important road safety risk factors to address. Eliminating drinking and driving is an essential component of our smart drinking commitments and our company Dream in creating a better world. We believe that when you drive you should not drink, so we fully support all targeted legislation and enforcement measures to reduce impaired driving, including strict Blood Alcohol Content (BAC) limits and enforcement.
Since 2017, we have expanded our Road Safety program “Taming the Traffic Jungle” in partnership with Traffic Safety Council, distributing more than 650,000 fliers across the country especially during holiday periods.
We continue to work with ZABMA, government and local partners to implement road safety intervention programs.
We ran the designated driver campaign successfully and used 3 key musical events in partnership with ZIMPACT. We intensified our Respect the Road campaign which is aimed at equipping our heavy and light motor vehicle drivers to deal with hazards encountered behind the wheel, to keep them safer and contribute to overall road safety.
We commissioned a section of The Fairbridge road that we constructed in 2018. The project was necessitated by the need to reduce road traffic accidents around the area. The cost of the project was ZW$260,000.