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Beam Suntory launches new DrinkSmart.Com global platform

DBR Staff Writer Published 29 July 2016

Beam Suntory as part of its core commitment for responsible consumption of alcohol has relaunched its global DrinkSmart.com, its proprietary program for educating consumers about alcohol.

Redesigned as a dynamic and shareable experience in seven languages, DrinkSmart.com communicates with legal-purchase age consumers about making informed, responsible choices, whether that’s how to host their next party, plan a night out on the town, or not drink at all. It also reflects Beam Suntory’s progress against the global Producers Commitments to address alcohol misuse, as a founding member of the International Alliance for Responsible Drinking.

Beam Suntory chairman and CEO Matt Shattock said: “As an industry leader, we can lead by example to influence attitudes, change behaviors and promote responsible drinking.

“The global relaunch of DrinkSmart.com is just one important part of Beam Suntory’s dedication to responsible consumption, which includes many highly effective programs, including our leadership in establishing DWI Courts in the United States, partnerships that combat underage consumption, such as Drinkwise Australia, and so many more.”

The DrinkSmart.com platform provides globally relevant content, broken out in three main sections:

“My Choices” helps consumers get the facts about how alcohol affects their body, and how to make smart decisions when choosing to drink. Here, users can also make a personalized, interactive and shareable plan for their next night with friends, whether it’s drinks after work, a night on a town, or a party at home. Prompts encourage users to make smart choices while mapping their evening and helping everyone get home safely.

“My Circles” describes the affect consumers have on their personal networks: friends, family, and their communities. This includes tips for leading by example, starting tough conversations, and global resources for helping someone in need.

“Our Commitments” demonstrates Beam Suntory’s global efforts to address alcohol misuse. As a world leader in premium spirits, Beam Suntory invests in initiatives with measurable impacts in the key areas of tackling underage drinking, responsible marketing, reducing drunk driving, providing consumer information and responsible innovation, and enlisting retailer support.

DrinkSmart.com will be promoted through all Beam Suntory marketing efforts and the web address will be featured on all brand packaging, including the new Jim Beam portfolio packaging currently hitting shelves worldwide.

Source: Company Press Release