Combating Alcohol Abuse

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 (TCC), 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 $29 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.

In addition to implementing a retailer training program, Brown-Forman has helped to develop Best Bar None, recognizing best responsibility practices by bars and pubs. In 2009-2010, Brown-Forman helped start up a national recognition program to complement the regional popularity of the Best Bar None awards scheme.

European Forum for Responsible Drinking

We are members 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 European Union (EU) to help drive the industry’s commitment to responsible drinking. This leadership is evidenced in two principal ways:

1. 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.
2. 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, and is now in its second year of a five year commitment by the beverage alcohol industry. 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. Early measurement and evaluation of consumer responses indicate that the campaign is having a positive effect. Consumers have reported not only seeing and understanding the advertisements, but also having changed their attitudes about alcohol as a result.

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 Ad Council hopes that its prevention efforts with NHTSA will be successful in educating people about the dangers of drunk driving 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. We have also begun to use our brands own social media sites to help promote the message of "Buzzed Driving is Drunk Driving."

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.

Global Actions on Harmful Drinking

When the World Health Organization (WHO) increased their focus on the harmful effects of alcohol abuse, Brown-Forman and others in the industry responded in part by creating a plan to help address some critical issues in the 2010-2012 time frame. Global Actions on Harmful Drinking is the result of this commitment, focusing on three key initiatives dedicated to helping reduce the harmful use of alcohol, with an emphasis on actions in low- and middle-income countries.

The three key initiatives are: combating drink/drunk driving, establishing and/or strengthening responsible marketing standards, and enhancing research and understanding of the size and risks of the non-commercial alcohol market. Measurement and evaluation is being conducted across all three areas. This significant effort is getting underway in 18 countries, in partnership with regional and national industry bodies, and is being managed by the International Center for Alcohol Policies (ICAP).

Read more at www.global-actions.org.