Reference no: EM133451344

Assignment:

Read 'Responsible Alcohol Consumption' case study in your course textbook:

o Sexty, R. (2020). Canadian business and society: Ethics, responsibilities and sustainability (5th edition, pp. 154-155). McGraw-Hill Ryerson Limited Canada Publishers

• Respond to the following.

"Northern Lights Brewery (NLB) was a successful Canadian microbrewery that specialized in high-quality beer, creative branding, and an engaging customer experience. However, like many alcohol-related businesses, NLB faced increasing pressure to promote responsible drinking habits among its customers. The negative consequences of excessive drinking, such as drunk driving and alcohol-related health problems, were well-known, and many stakeholders expected NLB to address these issues.

To address this challenge, NLB decided to launch a responsible drinking campaign. The campaign included a series of ads promoting moderation and responsible behavior, as well as a partnership with a local taxi company to offer discounted rides to customers who had too much to drink. The campaign was well-received by customers and stakeholders, and helped to position NLB as a responsible and socially-conscious business.

However, promoting responsible alcohol consumption was not without its challenges. NLB had to balance its social responsibility with profitability, and had to navigate the difficult task of changing consumer behavior. Furthermore, NLB was not alone in its efforts; many other alcohol-related businesses were also promoting responsible drinking, and coordination and collaboration were necessary to achieve meaningful impact.

Overall, NLB's responsible drinking campaign serves as an example of how businesses can address complex social issues like alcohol consumption. By partnering with local organizations and offering alternative transportation options, NLB was able to promote responsible behaviour while maintaining its reputation as a high-quality beer brand."

D copy from the company website:

1. Visit the official company websites of Diageo and Molson Coors. Provide an overview of each company and discuss the sustainability initiatives of each company.

2. Are beer, wine and spirits producers' good corporate citizens? (Referring to the 'Responsible Alcohol Consumption' case study)

3. Is excessive consumption of alcohol a serious societal problem? Who are the stakeholders and what are the issues involved? (Referring to the 'Responsible Alcohol Consumption' case study)

4. Are the CSR initiatives of Diageo and Molson Coors motivated only by economic self-interest? (Referring to the 'Responsible Alcohol Consumption' case study)

5. What else could the industry do about this social issue?