10 Years of Consistency: How AB InBev's Global Smart Drinking Goals are Transforming Lives
A bold commitment to moderation has led to significant progress in global health and well-being.
For over a decade, AB InBev has been on a mission to champion moderation and reduce harmful drinking worldwide, investing more than $1 billion in its Global Smart Drinking Goals. A new case study from Georgetown University's Business for Impact shines a light on this ambitious program and its impact on health, well-being, and partnership, as well as the UN Sustainable Development Goals and the WHO's Global Alcohol Action Plan.
The study reveals how AB InBev's approach to moderation, rooted in social impact and collaboration, creates shared value by driving business growth while improving well-being in communities. It spotlights the four Smart Drinking Goals and underscores the progress made, including global programs to improve road safety, responsible beverage service training, and screening and brief interventions; a $250M investment in social norms marketing to shift consumer attitudes toward moderation; a growing balanced choices portfolio with innovative brewing that brings consumers the same great taste in low- and no-alcohol options; and a $500M investment in the industry's largest voluntary labeling program, giving consumers clear, actionable guidance to help prevent harmful drinking.
"This is a landmark achievement," notes Leslie Crutchfield, executive director of Business for Impact. "AB InBev carried through on a bold 10-year commitment. While not every goal was fully realized, significant progress was made on each front, including several unexpected breakthroughs that are having global impact for consumers who seek lower- and no-alcohol beverage choices."
The study notes that "we achieved more together than we could have alone." Programs thrived when diverse perspectives were brought together, combining local stakeholders' community insights with AB InBev's business expertise in systems, project management, and consumer behavior. The key findings include:
- A beer company can make a difference. When business and public health work together, the impact multiplies.
- Social norms marketing works. Campaigns that highlight positive behavior — not fear or restriction — shift attitudes more effectively and sustainably.
- No alcohol beers are transformative. They expanded choices, reduced stigma, and made moderation aspirational. Georgetown identified our portfolio as having "driven substantial innovation, market transformation, and cultural impact."
- Data and measurement matter. Systematic data collection and third-party evaluation were essential to guide strategy and prove impact.
- Partnerships amplify results. Collaborations with governments, NGOs, universities, and the private sector ensured scale and credibility.
"Everyone from industry leaders to governments, customers, and consumers has a role to play. Our accomplishments so far are only possible because of strong partnerships, and we look forward to growing our impact in the years ahead," said John Blood, Chief Legal and Corporate Affairs Officer, AB InBev.
Building on a decade of insights, programs, and partnerships, AB InBev is scaling its Smart Drinking efforts globally to drive greater impact. In line with Georgetown's roadmap for continued progress, they will continue working with partners and stakeholders to expand consumer choice, promote responsible consumption, and foster moderation in communities.
