Responsible Consumption

Foster’s is committed to promoting a culture of responsible alcohol consumption. Foster’s takes direct actions to promote the responsible consumption of alcohol.

 

Our activities are guided by Foster’s Alcohol in the Community Policy, ensuring that the promotion of responsible consumption is central to the way we market, promote and sell our products.

Our advertising materials strictly adhere to the laws, standards and voluntary codes that apply in each region and our Enjoy Responsibly logo is displayed on all Foster’s primary packaging and advertising materials. Responsible consumption and the Enjoy Responsibly program are part of training and induction programs for all new employees.

We work closely with our partners and invest directly in programs and activities to promote a cultural shift in community attitudes to alcohol consumption. We contribute directly to organisations and initiatives that mitigate the potential negative impacts of alcohol misuse.

Foster’s Alcohol in the Community Policy

Minimising the potential negative impacts of alcohol misuse on individuals, their families and the broader community is a shared responsibility and one which we take seriously. Foster’s Alcohol in the Community Policy commits us to:

  1. Being a responsible producer and marketer of alcohol beverages;
  2. Promoting the responsible consumption and service of alcohol;
  3. Minimising potential harm to consumers and our community as a result of
    consumption of our products; and
  4. A process of continuous improvement towards these goals.

Being a responsible producer and marketer

Foster’s product stewardship policies, standards and manuals cover the management of health, safety and environmental aspects associated with our products – covering manufacturing sites, suppliers, storage and transport.

Foster’s product stewardship policies, standards and manuals cover the management of health, safety and environmental aspects associated with our products – covering manufacturing sites, suppliers, storage and transport.

All Foster’s marketing accords with mandatory and voluntary codes that exist in markets where Foster’s brands are sold. We work actively to development or improve voluntary industry codes. Our marketing recognises, and seeks to comply with, the cultural, legal and ethical standards of the communities in which we operate.

Foster’s ‘Responsible Marketing’ key performance indicators remain an integral part of our brand marketers’ roles. Our responsibilities are shared by external advertising and public relations agencies engaged on Foster’s advertising and promotions. Performance evaluation is linked to compliance with the relevant codes.

Promoting responsible consumption and service of alcohol

Foster’s Enjoy Responsibly program has been in place since 2003. The program outlines a set of behaviours, which seek to ensure that any alcohol consumption is legal, informed and considered.

Legal – means within the law. This includes being of legal drinking age, and abiding by any other applicable laws, for example having a blood alcohol content below the relevant limit when driving.

Informed – means informing yourself of the effects that alcohol consumption may have on you individually. This includes understanding what constitutes a standard drink and what level of drinking will reduce health risks from drinking alcohol. Australia’s National Health & Medical Research Council’s Guidelines are Foster’s default guide. It also means noting the information provided on the labels of the drinks you consume and monitoring your alcohol intake.

Foster’s Enjoy Responsibly program has been in place since 2003. The program outlines a set of behaviours, which seek to ensure that any alcohol consumption is legal, informed and considered. means within the law. This includes being of legal drinking age, and abiding by any other applicable laws, for example having a blood alcohol content below the relevant limit when driving. means informing yourself of the effects that alcohol consumption may have on you individually. This includes understanding what constitutes a standard drink and what level of drinking will reduce health risks from drinking alcohol. Australia’s National Health & Medical Research Council’s Guidelines are Foster’s default guide. It also means noting the information provided on the labels of the drinks you consume and monitoring your alcohol intake.

Considered – means asking yourself, “is this really the right time for me to drink alcohol?” So ‘considered drinking’ requires thinking carefully about the appropriateness of drinking. This is subjective, but could include taking account of your personal circumstances, obligations and commitments.

Responsible enjoyment of alcohol is about an individual balancing the enjoyment and benefits of drinking alcohol with the potential risks and harm that may arise from it – especially when it is misused.

The Enjoy Responsibly logo appears on Foster’s products, packaging, advertising and point of sale materials, carried in the local language in many markets.

Standardised ‘unit content’ logos are also included on the Australian portfolio, making it easier for consumers to find alcohol content information and more effectively manage their alcohol consumption. The suite of logos was endorsed by all Australian governments through the Ministerial Council on Drugs Strategy, the peak national body overseeing alcohol policy in Australia.


Responsible consumption and our sporting and community partners


All external partners commit to presenting alcohol in a mature, balanced and responsible manner. In particular, Foster’s has worked over recent years with management of partner Australian sporting codes to ensure responsible alcohol consumption is communicated to teams, players and supporters through professional and amateur club structures. This is now reflected in our sports sponsorship agreements.


Minimising potential harm - Building a safer drinking culture

Foster’s is the largest alcohol industry supporter of DrinkWise Australia, a not-for-profit, independent research and social change agency, jointly funded by the Federal Government and the alcohol industry. Through research, community based programs and social marketing campaigns, DrinkWise is dedicated to building a safer drinking culture in Australia. In addition to Foster’s financial support, we are a committed partner, represented on the DrinkWise Board by Foster’s CEO Mr Ian Johnston.

Foster’s Europe Middle East Africa (EMEA) makes a valued contribution to Drinkaware in the UK, an industry funded charity that promotes responsible drinking. Drinkaware uses innovative ways to challenge the national drinking culture to help reduce alcohol misuse and minimise alcohol related harm. An independent charity, Drinkaware is supported by voluntary donations from across the drink’s industry. In addition to Foster’s financial support, we are a committed partner, represented in the program by EMEA Managing Director Mr Peter Jackson.

Foster’s Community Grants program in part supports those in the community who are at risk of, or are experiencing harms associated with, alcohol misuse.


Links:
 
Foster’s Alcohol in the Community Policy incorporating Responsible Marketing Guidelines
 
Foster’s Corporate Governance page

Foster’s Community Partnerships Guidelines
 
Australian Guidelines to Reduce Health Risks from Drinking Alcohol 

www.alcohol.gov.au 

www.drinkwise.com.au
 
www.drinkaware.co.uk 

The Alcohol Beverages Advertising Code (ABAC) Scheme
 
Brewers Association of Australia & New Zealand – Social Responsibility     

Winemakers' Federation of Australian – Health & Social Responsibility


Foster's Latest News

Foster's to pursue demerger of Treasury Wine Estates.

Responsible Consumption Fact Sheet


Foster's Group Limited 2010 Sustainability Report

Sustainability & Community News

For a full list of Sustainability and Community News

Main Navigation