Brewer Anheuser-Busch in drive for responsible drinking

Chinese pop duo Yu Quan - Chen Yufan (left) and Hu Haiquan (right) - present awards to winners of "I Do", a campaign initiated by Belgium-based brewer AB InBev aimed at promoting designated driving and responsible drinking in China. Provided to China Daily

SHANGHAI - Anheuser-Busch InBev in May launched its first anti-drink driving event for this year in Shanghai, as the beer-maker engages in public charity work to educate the public not to drink and drive.

The event dubbed "I do" follows the Belgium-based brewer's campaign last year to promote designated driving. It also marks the start of a six-month campaign in 10 cities nationwide to advocate an end to drunken driving, aiming to recruit 10 million pledges from people in a series of public events and community programs.

The campaign will also extend to Weibo.com, the Chinese Twitter with more than 100 million users. AB InBev will create tailor-made "I do" badges on users' personal pages and other rewards in return for a commitment to responsible driving.

AB InBev, owner of beer brands including Budweiser, Stella Artois, Beck's and Leffe, will hold the nationwide campaign in partnership with local traffic police bureaus and the beer branch of China Alcoholic Beverage Industry Association.

During the Shanghai event, the Chinese pop duo Yu Quan was invited by AB InBev to sing the song "I do", which was especially composed for the campaign to promote responsible drinking.

Senior officials with the Institute of Shanghai Traffic Engineering and Shanghai Traffic Police Bureau delivered speeches at the event, calling out for motorists to drive responsibly.

Miguel Patricio, zone president of AB InBev for Asia-Pacific, said responsible drinking is an "explicit" top priority for the beer-maker, which guides the company's long-term business growth in China. Every year AB InBev will designate 5 percent of its marketing budget to promote "responsible enjoyment of our products", he said.

"As the world's leading global brewer, our dream is to be the best beer company in a better world. To us, a key part of this vision is promoting responsible drinking," said Patricio.

"We are passionate about brewing the highest quality beers for our customers of legal drinking age to enjoy responsibly. And we take very seriously our role to encourage the responsible enjoyment of our products."

AB InBev's campaign comes as the Chinese government tightens its crackdown on drunken driving after a sharp increase in traffic accidents caused by intoxicated motorists.

In 2009, the number of traffic accidents triggered by drunken driving nationwide was reported to be about 12,000.

Starting last year, Chinese police launched numerous campaigns to keep drunken driving in check, including a major one-month nationwide blitz during this year's Spring Festival holiday, which started on Feb 2.

Under Chinese law, anyone registering more than 80 milligrams of alcohol in 100 milliliters of blood is considered to be a drunken driver.

Just this month, China amended its Road Traffic Safety Law, subjecting those found to have driven while intoxicated to harsher punishments.

In the past, the worst that could happen for drunken drivers was that their licenses would be revoked for six months. Only in cases in which their misconduct resulted in deaths would they be held criminally accountable.

Tougher regulation

The new amendment will revoke the licenses of those caught driving while drunk and make them wait five years before being allowed to apply for a new one.

Anyone whose drunken driving leads to a death or the injury of at least two persons will be banned from driving for life, and those found to have committed severe violations will go to prison.

Although it is thought the crackdowns and tighter rules will deter the drivers from drinking when dining out, Patricio said AB InBev's business in China has been unaffected, adding that being proactive on the issue is "vital" to the healthy expansion of the company's business in China.

"It is the right thing to do and makes sound business sense to be part of the solution to the drunken-driving issue in one of our fastest growing markets," said Patricio.

"In fact we have been proactively promoting responsible drinking worldwide for more than 30 years. The brand Budweiser is well regarded as the 'king of beer' and preferred by billions of consumers worldwide only because of its responsible and healthy image and superior quality."

Patricio drew a line between responsible drinking, which AB InBev has been promoting, and not drinking at all.

"Moderate drinking itself is not a bad thing at all. The Chinese drinking culture has a rich heritage and legacy. It connects and bring people together - to good-time gatherings, parties and business dinners," he said

"What we advocate and promote is moderate and responsible drinking, not for people to not drink at all."