1. Collaboration for Change: Promoting Alcohol Responsibility to Consumers
April 24, 2017

2. Objectives
Share Brown-Forman & industry commitment to alcohol responsibility and types of resources available
Show and explore activation & partnership ideas
Discuss possible next steps

5. THE SUSTAINABILITY IMPERATIVE
“BRANDS THAT DEMONSTRATE COMMITMENT TO SUSTAINABILITY OUTPERFORM THOSE THAT DON’T.”
Overall, the number of consumers willing to pay more for brands committed to a positive social and environmental impact continues to rise – reaching 66% in 2015.
Nearly 70% of Millennials are willing to pay more.

6. RESPONSIBLE RETAILING
Eighty-five percent of consumers say they are likely to shop at a retailer who promotes alcohol responsibility messages among its customers and the community.

7. Reduce under-age drinking
Global producers of beer, wine and spirits have committed to reducing harmful drinking through targeted efforts that focus on five broad areas over five years, from 2013 through 2018:
Reduce under-age drinking
Strengthen and expand marketing codes of practice
Provide consumer information and responsible product innovation
Reduce drinking and driving
Enlist the support of retailers

8. For those who choose to drink alcohol, it should be in moderation.
In the U.S. and other countries, we have National Guidelines
Office of Disease Prevention and Health Promotion
Note: what’s reasonable for one person may not be reasonable for others. Moderate alcohol consumption is NOT inconsistent with the US Dietary guidelines. We do not endorse their exact numbers.
Source: United States Dietary Guidelines

9. PURPOSE: Strategically align alcohol responsibility initiatives to enrich the experience of life, reduce alcohol related harms, provide a positive experience with our brands, and ensure the long-term sustainability of Brown-Forman.

10. About 30% of the United States population does not drink alcohol
About 30% of the United States population does not drink alcohol. Source: NIAAA

15. Utilize loyalty cards
A coupon with responsibility messaging
Hosting tips
Alcohol and alcohol-free drink recipes

16. Utilize loyalty cards
A coupon with responsibility messaging
Hosting tips
Alcohol and alcohol-free drink recipes

20. Enriching Life Together
Questions and next steps

21. Our Town Video https://www.youtube.com/watch?v=8WE8BvSfX9o