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AB InBev Targets Parents, Bartenders in Responsibility Push

Anheuser-Busch InBev NV, the world’s biggest brewer, said it will target parents and bartenders as it boosts efforts to promote responsible drinking.

Websites including Mumsnet Ltd. in the U.K. and Facebook Inc. in the U.S. will publicize a message for parents to discuss alcohol consumption with their children, the brewer said in a statement today. It’s providing training and identity-checking devices to bartenders to counter underage drinking, and AB InBev also expanded the parental responsibility campaign to China, the world’s biggest beer market.

AB InBev set six “responsible drinking goals” in 2011 to be implemented globally by 2014. The brewer said it’s on pace to reach at least 100 million adults with programs to help them discuss alcohol consumption with their kids, and it spent almost $55 million in 2011 in advertising responsible drinking. It plans to spend at least $300 million in the three years through 2014.

Chief Executive Officer Carlos Brito is scheduled to join staff from AB InBev tomorrow in its third annual beer responsibility day, including an event in New York’s Times Square where employees will approach adults asking them to pledge to drink responsibly.

AB InBev is the world’s largest beermaker and sells brands including Bud Lite and Beck’s. It reported revenue of $39.3 billion last year, and sold a total of 399.4 million hectoliters of beverages globally. It agreed to expand its business by buying full control of Mexico’s Grupo Modelo SAB, the maker of Corona beer, in June for $20.2 billion.

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