SABMiller in safe drinking activity

SABMiller, owner of Miller Lite and Grolsch, is launching a global consumer initiative to encourage responsible drinking.

The work, due to be unveiled later this week, will start with the launch of a website offering general information for consumers who want to know more about sensible drinking. It is thought the brewer will promote the site through several channels, including TV and product labels.

The activity is being led by Kristin Wolfe, SABMiller's global head of alcohol policy, but country marketers will activate the campaign locally.

Last year, SABMiller became a member of the European Alcohol and Health Forum, which focuses on action to reduce harmful drinking in the European Union.

In the UK, Diageo has led alcohol firms in promoting responsible drinking to consumers. Its latest 'The choice is yours' campaign encourages young people to avoid allowing excessive drinking to ruin their night out.

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