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Promoting responsible alcohol consumption around the world - October. Last updated: 21/10/2026 at 1:52 PM 21 October 2026 Every month, not-for-profit organisation the International Alliance for Responsible Drinking rounds up the latest responsible drinking efforts from its brand-owner members. Here's what they've been up to so far in October. In Cambodia, the International Alliance for Responsible Drinking (IARD) signed a memorandum of understanding with the Wine & Beer Importers & Distributors Association to launch the 'Responsible Retailing Excellence Programme'. The partnership will promote responsible retail standards in the country through training and digital learning tools developed by IARD, to help retailers and their staff implement responsible retailing principles in their daily interactions with consumers. The Ministry of Commerce has voiced support for the arrangement, which aligns with the Government's goal of building a responsible market that protects consumers and ensures fair competition. In South Africa, AB InBev's South African Breweries (SAB) division held a 'Responsible Partnerships' event as part of its 'Drive Sharp' programme. The country's Deputy Transport Minister, Mkhuleko Hlengwa, attended the event to announce the implementation of new mobile alcohol evidence units that will be used by the police in roadside drink-driving checks. Nationwide, SAB's road safety project already supports 34 alcohol evidence centres, which are outfitted with infrastructure and technology, contributing to over 60,000 drink-driving arrests since 2022. "The Drive Sharp programme is an excellent example of how business can contribute to broader societal goals through education, innovation and support for law enforcement," said Hlengwa. Meanwhile, in Brazil, AB InBev's Ambev partnered with Academia da Cerveja to host a programme of discussions, titled 'A Toast to Moderation'. Attendees discussed the importance of moderation, changing consumer behaviour and the diversification of drinking options available in the country. Responsible drinking activities have been incorporated into AmBev's operations for the last two decades, and the brewer has invested in the region of BRL1.4bn (US$278.3m) in promoting moderation over the last ten years. Staying in Brazil, and Heineken unveiled the latest phase of its global sustainability strategy, 'Heineken Toasts a Better World', which will focus on responsible drinking. The group has updated the 2030 targets for its strategy, which places responsible drinking at the centre of the agenda while also raising the brewer's ambitions in water security and social development. The new global targets, which include a 25% expansion of Heineken's no- & low-alcohol portfolio, elevate the company's commitment to making moderation part of the consumer's lifestyle and addressing the impacts of harmful drinking. Meanwhile, in Papua New Guinea, Heineken's South Pacific Brewery (SPB) has launched an activation designed to strengthen responsible alcohol service practices in the hospitality sector. SPB's 'Responsible Service of Alcohol' programme has already provided training to 66 employees from licensed venues in the capital, Port Moresby, with the intention of creating safer environments for patrons and promoting a culture of responsible drinking. In Japan, Kirin's craft brewing partner, Yoho Brewing, has launched a 'wobbly' beer glass to encourage consumers to stay hydrated when they drink beer. The U-shaped glass, which is divided into two sections with separate openings, will tip over if the balance between beer and water is not maintained. The concept has been inspired by conversations between colleagues about how easy it is to forget about hydration when socialising with friends. Kirin and Yoho created seven prototypes before launching the glass in August. In Romania, Molson Coors Beverage Co's Bergenbier division launched its latest drink-driving prevention campaign, 'No Excuse Passes the Test. No Alcohol Behind the Wheel'. Bergenbier partnered with ParkLake Shopping Center in Bucharest for the activity, installing an immersive art installation dedicated to responsible drinking choices. Visitors were confronted with justifications that are often used by people who drive after drinking, before being invited to look beyond these common excuses and reflect on the responsibility of making the right choices when driving. In the UK, Drinkaware partnered with TV presenter Dr Zoe Williams for a responsibility campaign, 'Find Your Balance'. The organisation's latest drinking trends report found that while the public is increasingly focused on health & wellness, they often overlook their alcohol consumption. Drinkaware and Dr Williams are working alongside partners such as retail multiple Tesco on the activation, which encourages consumers to reflect on the role alcohol plays in their lives and explore changes that would work for them. Finally, in the US, the Distilled Spirits Council of the United States (DISCUS) launched the 'Cocktails YOUR Way' campaign as part of its ongoing 'Modern Moderation' initiative. The trade association's activity highlights the ways adult consumers can tailor their choices to different occasions and preferences, from classic cocktails to no- & low-alcohol options, without compromising on flavour and quality. The campaign builds on the findings of a recent IARD survey, which found that today's consumers are more likely to say that wanting to drink in moderation is the single most important factor shaping their drinking behaviour.

Collaborative effort creates new packaging for Corona Cero. 14 October 2026 SMURFIT Westrock and AB InBev have collaborated on a seven-bottle packaging concept for Corona Cero. Across the world's largest beer and beverage markets, some 61 million new consumers entered the no-alcohol category between 2022 and 2024. Through Smurfit Westrock's Design2Market process, teams worked to develop, prototype and refine multiple solutions before selecting a scalable and award-winning design suitable for global rollout in a matter of weeks. Developed in close collaboration with AB InBev and agency JKR, the '7 Days, 7 Moments' concept combines consumer insight with paper-based packaging innovation, creating a 'distinctive' format to appeal to the growing number of consumers choosing alcohol-free options. The resulting packaging system includes both the consumer pack and a corrugated transport solution designed to protect products throughout the supply chain while supporting sustainability ambitions. It also recently won the Richard DePaul Award for Creative Converting & Design at the 2026 Paperboard Packaging Council (PPC) awards in Florida. Arco Berkenbosch, chief innovation officer at Smurfit Westrock, said, "Our role here was to bring together the people, expertise and capabilities needed to ensure speed to market for one of the world's biggest brands. The complexity was happening behind the scenes; our goal was to make the journey feel simple, from the first idea through to a solution that could be tested, produced and brought to market in an exceptionally short timeframe."

Treina Campos joins AB InBev India as Head of Communications. She most recently held the position of Associate Vice President at MSL India. Treina Campos has joined AB InBev India as Head of Communications, moving from MSL India where she spent over 12 years and most recently served as Associate Vice President. Campos announced the move on LinkedIn, marking the beginning of a new chapter in her communications career. She said, "And a new innings begins! I've joined AB InBev India as Head of Communications. With over a decade in working closely with organizations and brands across the board, I've witnessed one single truth: Iconic companies are built with the gumption to dream big. To be entrusted with relaying the stories of an iconic company that has been integral to shaping cultures and communities across the globe is truly special. Here's to brewing conversations and connections that build a future with more cheers!" She brings more than a decade of experience in communications, having worked with organisations and brands across sectors during her 12-year stint at MSL India. She most recently held the position of Associate Vice President at the agency. Her move to AB InBev India marks a shift from agency-side communications to an in-house leadership role, where she will oversee the company's communications mandate in India.