AB InBev UK


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Pledge:

A8(a). Alcohol Unit Reduction

Committed since:

1 January, 2013

Delivery plan:

Submitted: 27 March, 2012

AB InBevs dream is to be the Best Beer Company in a Better World. We are committed to promoting responsible drinking and we encourage our consumers around the globe to enjoy our products responsibly. We have long recognised that we are consumer led and improving consumer choice is key to our success. Non-alcohol and lower ABV beer plays an important part of this commitment.We created and continue to promote Becks Blue, the most popular alcohol free beer in the UK and introduced Labatt Blue (2.8% ABV) and Rolling Rock (2.8% ABV) both previously at 5% ABV earlier this year. Furthermore, over the past five years we have led the industry in creating a new standard premium beer category at 4% ABV, launching Becks Vier and Stella Artois 4%. This has contributed significantly to removing units from the AB InBev portfolio and the beer market. However, the skill of our brewers and the versatility of beer have now allowed us to go further to meet this change in consumer demand. In the UK, over the next year, we will remove one hundred and eleven million units of alcohol from our core brands Stella Artois, Budweiser and Becks by reducing the ABV from 5% to 4.8%. Cumulatively this means we will have taken out 444m units from the market by 2015. By undertaking these changes we will continue to lead the market in expanding consumer choice and promoting responsible drinking.

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