SABMiller Europe published its first monitoring report on Responsible Drinking Messages (RDMs)
SABMiller Europe published its first
monitoring report on Responsible Drinking Messages (RDMs)
Brussels, April 18th, 2012 - For the
first time SABMiller Europe has undertaken an independent,
transparent monitoring exercise in which it assesses the compliance
of SABMiller with its commitments to place RDMs on packaging and in
The report reveals high levels of compliance for both strands -
advertising and packaging. The findings show that each advertising
campaign (new and re-runs) run for SABMiller products between July
2011 and January 2012 reached overall RDMs compliance rate of 98%.
Further, out of 830 products within the scope of SABMiller's
commitment, 610 products carried the SABMiller RDMs, and 199
products carried the industry-designed RDMs, thus setting the
overall compliance rate of 97.47%. Finally, 41% of respondents
claimed that they noticed the presence of RDMs and could
spontaneously recall at least one of the messages displayed. The
percentage of prompted awareness of RDM messages was much higher.
In most countries above 73% of respondents responded affirmatively
when asked if they had already heard or seen the RDM messages.
The monitoring activity demonstrates the company's strong
commitment to delivering meaningful consumer information on alcohol
consumption. It also reaffirms SABMiller's pledge to regularly take
the pulse of consumers' expectations and policy makers' priorities
to participate in finding new means to curb alcohol abuse.
The monitoring exercise revealed some shortcomings in the roll
out of the messages. Some of the messages were not contrasting
enough in print marketing materials and SABMiller is working to
work to further clarify the instructions on how to apply the
commitment in print media.
The review of the compliance was carried out in the second half
of 2011 by independent third parties (Ebiquity and KPMG) in a
sample selection of SABMiller's most important European markets:
Czech Republic, Hungary, Italy, the Netherlands, Poland, Romania,
Slovakia, Spain (Canary Islands), and the United Kingdom. The
report followed SABMiller's voluntary commitment to the EU Alcohol
and Health Forum to develop RDMs targeted at three key areas:
underage drinking, pregnant women and drink-driving.
In the Netherlands, all 49 products reviewed were compliant. 18%
of respondents claimed that they noticed the presence of RDMs and
could spontaneously recall at least one of the messages displayed.
The percentage of prompted awareness of RDMs was much higher (96%).
In the Netherlands, SABMiller is also involved in multi stakeholder
campaign to reduce youth drinking ('geen 16, gen druppel').
SABMiller as a founding member of the European Alcohol and
Health Forum has made a number of commitments on responsible
drinking and advertising. In addition discouraging irresponsible
drinking is the first of SABMiller's Sustainable Development
Commenting on the report Alan Clark, Managing Director Europe,
"At SABMiller, we want our consumers to enjoy our products
responsibly. Beer is a low alcohol beverage, created to be nurtured
and savoured and not to be abused.
We work actively across all our markets, often with health
experts, NGOs and law enforcement agencies, to promote responsible
drinking and combat alcohol abuse.
Placing messages on our products and marketing communication
has become standard business practice for us and we are pleased to
reach millions of consumers, reminding them that our beer is not
for minors under the legal age, drivers or pregnant women.
The full report is available here: www.sabmiller.com