AB InBev champions responsible drinking culture

Ms. Tram has been feeling more at ease when her husband goes out for drinks with friends or colleagues over the past month, knowing that AB InBev recently teamed up with BeGroup, a leading ride-hailing platform in Vietnam, to launch a campaign called “Enjoy Beer Responsibly Because Someone Needs You”.

The program offers discounts of up to VND50,000 ($2) per trip when users order a BeBike, BeCar, BeCarPlus, or BeTaxi after a night out. In the past, every time her husband went out, Ms. Tram felt anxious, fearing he could end up in an accident. However, the new campaign has shifted her view, showing her that some beer companies are serious about promoting responsible drinking by taking practical steps to keep people safe.

Recent data from media reports shows a steady decline in traffic accidents caused by alcohol, with cases falling from 13,000 in 2022 to just 814 in 2023. In the first half of 2024, alcohol-related traffic accidents continued to decline.

As a pioneer in promoting a responsible drinking culture in Vietnam, AB InBev remains committed to driving positive social impact by educating consumers on safe drinking habits, advocating for moderation, and creating partnerships that make responsible choices more accessible.

Partnering with BeGroup and Xanh SM, this year’s campaign offers customers special discounts of up to VND50,000 ($2) for trips home via bike, car, or taxi when they drink responsibly. AB InBev envisions beer as a way to connect people and enhance celebrations with friends, family, and colleagues. Drinking responsibly ensures these moments are enjoyable and safe.

“As one of the world’s leading beer manufacturers, AB InBev is committed to delivering quality products and hopes that every bottle of beer under the AB InBev brand is enjoyed properly, in moderation, and responsibly,” said Ms. Dinh Ngoc Thuy Vy, Communication and Corporate Affairs Manager for Southeast Asia.

The annual “Enjoy Beer Responsibly Because Someone Needs You” campaign reflects AB InBev’s ongoing efforts in its sustainable development strategy of environment, social, governance (ESG), promoting positive and meaningful impacts on a global scale and in Vietnam, Ms. Vy emphasized. “Through this year’s activities, we continue to directly promote and help consumers fully understand AB InBev’s responsible beer-drinking culture: (1) enjoy beer only if you are 18 years old or older, (2) do not drive after drinking, (3) use public transport to get home safely, (4) avoid going with strangers, and (5) do not pressure others to drink,” she explained. “We believe that consumers will join us in actively spreading this message and responsible beer-drinking culture among friends, family, and those around them. Together, we strive to make every beer experience a positive one, for a future with more cheers.”