Commitment details

Information about the commitment

Submission number 1446561798035-1720
Submission date 2015-11-03 15:57:58
Owner of the commitment Anheuser-Busch InBev (ABI)
Title of the commitment Informing consumers about beer ingredients and nutritional values
Commitment summary AB InBev has the responsibility to ensure that our products are consumed in a responsible manner. For AB InBev, increasing consumers' knowledge of our products' ingredients and nutritional values is part of our broader ambition to help address excessive and harmful drinking. Under AB InBev's consumer information commitment for Europe, we pledge to provide consumers in Europe with full ingredients and nutritional values (energy values, fat, saturated fats, carbohydrates, sugars, proteins and salt) for all of our beers carrying more than 1,2% ABV (alcohol by volume).

Our pledge thus goes beyond what is required by EU regulation (Reg. 1169/2011 on Food Consumer Information FIC) at the time of the pledge. Nutritional values will be shared by 100ml as laid down in the FIC Regulation as well as per portion. AB InBev commits to share ingredients and energy information on-label for at least 80% of our volume across Europe by February 2018 and include full nutrition information (Big 7) on secondary non-returnable packaging; in addition, we will provide full ingredients and nutrition information online. The extended timeline allows new labels to be created and produced as part of the new packaging cycles.

Our commitment is part of parallel commitments by other major and smaller brewers across Europe under the umbrella of The Brewers of Europe. AB InBev's performance on this commitment will be subjected to external independent auditing, just as is the case for all our European commitments.
Link to further information relating to the commitment 1) http://ab-inbev.eu/what-we-believe.html/subject/consumer+information/blogitem/12-AB+InBev+and+top+European+brewers+lead+charge+to+redefine+consumer+information

2) http://www.brewersofeurope.org/site/media-centre/post.php?doc_id=865

3) http://brewersofeurope.eu/infographics/20150326/

4) http://www.brewersofeurope.org/uploads/mycms-files/documents/publications/2015/GfK%20report%20-%20CONSUMER%20INSIGHTS%20-%20FINAL.pdf
Forum members, associated with the commitment
Information about Forum members co-owning the commitment

Contact Point

Contact name Steve Leroy
Organisation Anheuser-Busch InBev
Title/Position Vice President Legal and Corporate Affairs Europe
Address
Brouwerijplein 1
3000 Leuven
Belgium
Tel
Fax
Email Steve.Leroy@ab-inbev.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Other] Russia & Ukraine: Ronald Panis (Manager External Communications & CSR Europe)
  • [Spain] Ronald Panis (Manager External Communications & CSR Europe)
  • [Italy] Ronald Panis (Manager External Communications & CSR Europe)
  • [France] Ronald Panis (Manager External Communications & CSR Europe)
  • [Ireland] Ronald Panis (Manager External Communications & CSR Europe)
  • [United Kingdom] Ronald Panis (Manager External Communications & CSR Europe)
  • [ Switzerland] Ronald Panis (Manager External Communications & CSR Europe)
  • [Austria] Ronald Panis (Manager External Communications & CSR Europe)
  • [Germany] Ronald Panis (Manager External Communications & CSR Europe)
  • [Netherlands] Ronald Panis (Manager External Communications & CSR Europe)
  • [Luxembourg] Ronald Panis (Manager External Communications & CSR Europe)
  • [Belgium] Ronald Panis (Manager External Communications & CSR Europe)

Information about the commitment

Background to the commitment (if any) Recent consumers' research conducted by GfK has shown that European consumers have a low to limited knowledge of the ingredients and nutritional values of alcoholic beverages. We also know that consumers' knowledge of ingredients and nutritional values varies across alcoholic beverages, with beer being relatively well known compared to other drinks. Research has further shown that an increasing number of consumers are using off-label information platforms (such as websites, mobile applications, etc.) to look for such information in addition to what's on the label.

Regulation 1169/2011 on Food Information to Consumers adopted in 2011 (entering into force fully in 2016) foresees that, whilst alcoholic beverages up to 1.2% abv and other food and drink items must indicate the list of ingredients and nutritional values, alcoholic beverages of more than 1.2% abv are not under an EU-wide obligation to do so. Under current rules, alcoholic beverages may share such information on a voluntary basis as long as general rules laid down in Reg. 1169/2011 are followed.

By committing to share ingredients and energy information across Europe, AB InBev goes beyond what required by EU regulation at the time of the pledge. AB InBev commits to share such information on-label for at least 80% of our volume across Europe by February 2018 and include full nutrition information (Big 7) on secondary non-returnable packaging; in addition, we will provide full ingredients and nutrition information online. The extended timeline allows new labels to be created and produced as part of the new packaging cycles.
Priority areas
  • Develop efficient common approaches to provide adequate consumer information
Start date Nov-2015
End date Feb-2018
Member states
  • Austria
  • Belgium
  • France
  • Germany
  • Ireland
  • Italy
  • Luxembourg
  • Netherlands
  • Spain
  • United Kingdom
Type of commitment activities (principal) Consumer information
Type of commitment activities (secondary)

Information on monitoring

Objectives The objective of the commitment is to increase consumers' knowledge of our beers' ingredients and nutritional values. We believe consumers have a right to know what's in their beers and we want to provide adequate information to consumers both on-label and online.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) The commitment will develop consumers' knowledge of beer ingredients and nutritional values using the best ways to inform consumers. This will help implement the priority area "Develop efficient common approaches to provide adequate consumer information"

Input indicators

Number of people involved Around 20 people
Time spent (Man/hours) 20 people working across Supply, Marketing and Corporate Affairs
Cost (please indicate in €) tbc
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term Increased awareness of beer's ingredients and nutritional information
Medium Term Increased awareness of beer's ingredients and nutritional information
Long Term Enhance informed consumption choices supporting a balanced lifestyle

Evaluation details

Tool use
  • External evaluators
Type of methodology

There is no report yet for this commitment