Because alcohol can lead to harm when abused or misused, we strive to encourage responsible drinking and combat the abuse of beverage alcohol in whatever form it takes.
Our Approach
This ambition is challenging because of the complex causes of misuse and abuse and the multi-faceted solutions required. We believe the best way for us to be effective is to collaborate with organizations specifically dedicated to combat abuse.
Actions
We support the work of organizations in our markets that advocate responsible alcohol consumption and provide information and help in combating beverage alcohol abuse. Here are some examples:
University of Kentucky
In 2008, we announced our support of the Alcohol and Health Education Office at the University of Kentucky in Lexington, Kentucky, to expand its programs for educating students about the dangers of high risk drinking and alcohol abuse. The program focuses on students raising awareness of the risks with other students.
We particularly like the design of this program because it uses a proven model of peers influencing peers and other tactics to change college students' attitudes toward alcohol. The program also recognizes the critical role that parents play in their children’s decisions about alcohol, even once they are on their own at a university. The “Question Authority” campaign (www.q-authority.org) directs college students to talk to their parents about alcohol and to find out about any family history of alcohol abuse.
The Century Council
The Century Council, co-founded by Brown-Forman in 1991, is a leader in the fight against drunk driving and underage drinking. It is funded by distillers and promotes responsible decision-making about beverage alcohol.
This not-for-profit U.S. organization has an independent National Advisory Board comprised of distinguished leaders in education, medicine, government, business, and other relevant disciplines.
The Council believes that collective action brings about lasting change. It works with law enforcement, public officials, educators, parents, and students in its fight against drunk driving and underage drinking.
Contributing over $28 million since 1991, Brown-Forman has long been an enthusiastic supporter of the TCC and programs such as its recent campaign A Lot to Lose. This is part of an initiative to encourage mothers and daughters to communicate about the dangers of underage drinking and the specific risks facing teenage girls.
Learn more about the many alcohol education programs at www.centurycouncil.org.
European Alcohol & Health Forum
Members of the Alcohol and Health Forum (AHF) – companies, NGOs, the medical community, researchers and academics - commit to tackle alcohol- related issues through unique programs. Observers include all EU member states, the European Parliament and the World Health Organization.
Brown-Forman has committed to develop Best Bar None, recognizing best responsibility practices by bars and pubs, implement a retailer training program and with the European Forum for Responsible Drinking, launch a consumer information program in Spain, Germany and Poland.
Brown-Forman is also on the AHF’s Youth Task Force, helping to enable the sharing of best practices among members.
European Forum for Responsible Drinking
We are members and currently hold the chair of the European Forum for Responsible Drinking (EFRD). One of the key areas of EFRD’s work is Responsible Marketing and Self-Regulation. The EFRD’s Common Standards are a set of rules that make up a self-regulatory marketing code, which should be applied by EFRD member companies alongside their own internal codes, and other national codes.
EFRD offers leadership in the EU to help drive the industry’s commitment to responsible drinking. This leadership is evidenced in two principal ways:
- The EFRD encourages those in the industry to adopt responsible standards in self-regulation by adhering to a code of responsible marketing and commercial communications. The Code is evaluated and revised periodically, most recently in 2009, to incorporate standards for internet marketing as an advertising medium. Compliance to the Code is monitored by an independent third party panel.
- The EFRD promotes responsible drinking by developing and helping to implement programs within EU countries that address alcohol related issues. It also helps disseminate best practice across all EU countries.
Campaign for Smarter Drinking
This industry awareness campaign in the U.K. is aimed at young adults above the legal drinking age and asks the question: “Why let good times go bad?” It is the first industry-wide social marketing campaign to discourage overconsumption by young adults above the legal drinking age. The campaign is unique in that it brings together many across the industry, including producers, suppliers, and retailers. All the participating companies are expected to execute the campaign individually. Using outdoor and in-store advertising, plus a website, it provides tips for a good night out, such as drinking slowly, consuming soft drinks and water, eating properly, and planning in advance on how to get home. Based on consumer research and insights, the purpose is to challenge current attitudes to the social acceptability of drunkenness, and ultimately to contribute to a reduction in drunken behavior and its harmful social and health consequences.
Find more on www.drinkaware.co.uk
Drinkwise Australia
We serve as an active member in DrinkWise Australia, an organization formed in 2003 to combat alcohol abuse and promote responsible drinking. In June 2008, DrinkWise Australia launched a campaign to influence generational change towards responsible consumption of alcohol. The campaign, Kids Absorb Your Drinking, is aimed at making ‘drinking to get drunk’ socially unacceptable for the next generation of potential drinkers. The program was developed in response to an increased prevalence in risky drinking behaviors in Australia. Learn more at www.drinkwise.com.au.
The U.S. Ad Council
We support the Ad Council with donations to provide it with additional resources to work on changing attitudes toward drunk driving and underage drinking. Part of the Ad Council’s work includes a series of public service ads designed to remind consumers that “Buzzed Driving is Drunk Driving.” The efforts are part of their Drunk Driving Prevention Campaign in partnership with the National Highway Traffic Safety Administration (NHTSA). The Substance Abuse and Mental Health Administration (SAMHSA) has also partnered with the Ad Council on a campaign designed to prevent underage drinking by encouraging parents to speak to their children about alcohol. The Ad Council hopes that its prevention efforts with NHTSA and SAMHSA will be successful in educating people about the dangers of drunk driving and underage drinking and change attitudes and behaviors as a result. We have also worked closely with the Ad Council to understand the consumer insights behind the Buzzed Driving campaign and lessons learned that might be applicable to branded drunk driving prevention efforts.
International Center for Alcohol Policies (ICAP)
We are sponsors of the International Center for Alcohol Policies (ICAP), an organization dedicated to promoting the understanding of the role of alcohol in society and reducing the abuse of alcohol worldwide. ICAP’s mission also includes encouraging dialogue and pursuing partnerships with those interested in alcohol policy, including governments, the public health community, and others in the industry.