Europe’s brewers report significant “Beer Pledge” progress

Speaking at the European Alcohol and Health Forum (EAHF) in April 2013, The Brewers of Europe announced progress on implementation of the European Beer Pledge, including a new landmark partnership with the European Transport Safety Council.

Launched one year ago in the presence of the EAHF Chair, the Pledge promised actions to increase consumer knowledge, ensure responsible advertising and directly address alcohol misuse. A new report, assured by KPMG, shows how Europe’s brewers have stepped up, numerically, geographically and in scope and kept their promise that the Pledge would deliver.

In her foreword to the report, MEP Renate Sommer writes, “I welcomed the commitment to report annually on the implementation and I was impressed to read this first report. It shows brewers’ commitment not just to words, but to action!”

The report highlights that progress on the ground owes much to The Brewers of Europe’s commitment to partnering at all levels, including by developing toolkits for the use of brewers and other stakeholders. The new landmark ‘SMART’ partnership between The Brewers of Europe and the European Transport Safety Council (ETSC) is an example of this approach.

The three-year Sober Mobility Across Road Transport (SMART) partnership is the first ever joint commitment to the EAHF made by a pan-European business association in collaboration with a leading pan-European NGO. It will deliver guidelines, best practice case studies, dialogue at national level and engage interested stakeholders.

The President of The Brewers of Europe, Mr. Demetrio Carceller welcomed the partnership, stating “This first interim report’s publication is coinciding with the launch by the European Transport Safety Council of a pioneering three-year project against drink driving. The Brewers of Europe is delighted to be partnering with ETSC.” The project builds on The Brewers’ leading role in the EAHF and long tradition of supporting drink driving reduction schemes across Europe.

Carceller added that while the Beer Pledge is a work in progress and that many projects cannot yet be reported upon, the ambitious nature of the Beer Pledge shows that the EU’s multi-stakeholder, voluntary approach is working. “I can commit that implementing the Beer Pledge will remain a major priority for The Brewers of Europe, its member associations and individual brewing companies.”