Reference no: EM132716307
Case Study
Labatt Breweries of Canada has been concerned about the responsible use of its products. The company has been producing beer in Canada for more than 150 years and currently brews 60 beers in six breweries and employs 3,200 Canadians. It is owned by a Belgian company, Inbev S.A.
The company considers itself a voice of moderation and wants to ensure that customers enjoy its products in a responsible fashion. Labatt was the first Canadian brewery to introduce a responsible-use program and the first to offer a beer product with near-zero alcohol content. It has worked independently and in partnership with law enforcement agencies, student groups, and national media to publicize responsible use. It has cooperated with others in the industry to increase awareness of the issue through education programs and advertising campaigns. The company is concerned about responsible beer consumption, in particular issues relating to the danger of drinking and driving, especially among young people, and the adverse effects of fetal alcohol syndrome.
Among Labatt's initiatives to address this issue are:
- Development of the "free ride on New Year's" and, in Atlantic Canada, the Labatt's Drive Home Safe programs.
- Development of point-of-sale materials on responsible use, including the "Know when to draw the line" message.
- Partnering with dozens of community organizations to promote responsible use.
Labatt is involved in other CSR practices including supporting amateur sports across the country, funding scholarships, and sponsoring 24-hour relays that have raised more than $50 million for local and provincial charities during the past 20 years.
Questions
1. Is Labatt Breweries of Canada a good corporate citizen?
2. Is excessive consumption of alcohol a serious societal problem?
3. Is Labatt's "Responsible Use" CSR initiative motivated only by economic self-interest?
4. What else could Labatt do a bout this social issue?