87,000 points of sale were covered by the social campaign "18+ common rules — everyone’s responsibility"

october 7, 2015

87,000 points of sale were covered by the social campaignIn Russia the results of the social campaign «18+ Common rules – everyone’s responsibility» have been announced. The initiative was launched on the Global Beer Responsibility Day to prevent sales of alcohol to minors. In two weeks the campaign covered 87,000 points of sale and around 7,000 volunteers took part in it. More than 1,600 people from 190 towns have checked their knowledge of law and responsibility rules via special educational test.

The project’s major aim was to unite brewers, retailers and consumers in order to undertake joint efforts in preventing sales of alcohol to underage people.

The campaign was initiated by the members of the Russian Beer Union (RBU) – Baltika Breweries, part of the Carlsberg Group, SunInbev, Heineken and EFES Rus – and supported by the Federal Service of Alcohol Market Regulation, Chamber of Commerce and Industry of the Russian Federation, Х5 Retail Group, Consumers Union of Russia, Union of the participants of beer and non-alcoholic beverages market and regional affiliates of the Russian Youth Union.

Rules for buyersIn 120 towns volunteers – employees of the brewing companies and partners – visited points of sale to inform shop assistants and consumers of the legal age about responsibility rules to enforce the current sales legislation. The participants handed out special leaflets and placed stickers reminding people of their responsibilities and the role they can play in preventing of alcohol sales to those under 18.

On the RBU website a special section «Global Beer Responsibility Day» has been launched where retailers and consumers of the legal age could pass an educational test to assess their knowledge of law and responsibility rules as well as close the gaps on these issues.

During two weeks 1660 people from 190 towns have undergone the test. General average score was 67% of the right answers, 4% of all respondents demonstrated unsatisfactory result (less than 40% of the right answers). The highest score and therefore the awareness level of the responsibility rules showed the residents of the following towns: Tula (74% of the right answers), Kaliningrad, Klin, Sterlitamak, Yaroslavl (70% each), Volgograd, Moscow, Tomsk, Chelyabinsk (68% each), Kazan, Nizhniy Novgorod, Rostov-on-Don (67% each). The most active participants were residents of Nizhegorodskoy, Novosibirskoy, Chelyabinskoy regions, Republic of Bashkortostan and Volgogradsksaya region.

The section will continue working after the campaign finish.

Test for buyersApart from that, on September 17th, on the eve of the Global Beer Responsibility Day, the Memorandum of intent to undertake joined measures on preventing underage drinking was signed between RBU, Х5 Retail Group, Consumers Union of Russia, Union of the participants of beer and non-alcoholic beverages market. The full version of the document in Russian language can be found here «Global Beer Responsibility Day».

In 2015 the world’s largest brewers – Anheuser-Busch InBev, Carlsberg and HEINEKEN  – joined forces to lead on September 18th Global Beer Responsibility Day (GBRD), a worldwide effort to promote the responsible consumption of beer. On this day and beyond, the brewers activated their 60,000 employees spread across 62 different countries and engaged nearly 10 million consumers and retailers through responsible drinking activities.

Jacek Pastuszka, CEO of Baltika Breweries and Senior Vice President Eastern Europe of the Carlsberg Group: «Baltika’s activity contributes to the economy of regions where we operate and has an impact on local communities.  That is why we put responsible drinking as one of the key priorities of the company’s sustainable development. We consider the partnership to be an important element in enhancing the effectiveness of our actions, and our joined efforts with other brewers, retailers and consumers under the Global Beer Responsibility Day demonstrated that together we can achieve positive results. I believe, that this initiative will serve as a good occasion to expand and strengthen collaboration of different stakeholders in creating responsible drinking culture».

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