AB InBev launches campaign against alcohol abuse

Beer giant AB InBev, the world's largest brewery, has made a public promise to reduce irresponsible alcohol consumption by 10% in six cities worldwide, including the student city of Leuven, reports De Standaard.

Leuven mayor Louis Tobback and prominent figures from the university made the announcement Wednesday during a highly publicised event with AB InBev during which the two partners signed an agreement to fight irresponsible alcohol use in the city. Bright blue cans of the brewery's new low-alcohol beer line Hoegaarden Radler were strategically positioned before the cameras, suggesting that the noble goal is not without ulterior motives.

With yesterday's signed agreement, the Leuven partners committed to reducing irresponsible alcohol consumption in Leuven by 10%. The initiative is part of AB InBev's Global Smart Drinking Goals, a campaign aimed at fighting alcohol abuse in six cities worldwide.

The details of the publicity stunt are yet to be worked out, but it was clear at the signing that the new Hoegaarden Radlers, among other low-alcohol products, will play a substantial role. Philippe Vandeuren, legal and corporate affairs director of AB InBev, in his speech promised to realise his business goal of increasing the global volume of non- or low-alcoholic products by one-fifth by 2025. In Belgium, these products account for just 2% of total beverage consumption, said Vandeuren.

“The campaign's main focus is on reducing alcohol abuse. That is our ambition,” he stressed. "But we also want to show that there are decent alternatives which few people know about."