On September 15, under the guidance of the Ministry of Public Security Traffic Administration Bureau (MPSTAB), Budweiser China, today teamed up with partners including the China Alcoholic Drinks Association (CADA) , the China Road Traffic Safety Association (RTSAC) and the Shanghai Public Security Bureau Traffic Police General Brigade, to proudly present the 2020 Smart Drinking Gala Event in China Art Museum, one of the most famous cultural landmarks in China. This year - the 13th year of this project, Budweiser China is celebrating a reincarnation that leverages its popular brand Harbin Beer to co-launch the first-ever e-sports-themed public awareness film, starring Wang Ziyi, China’s new-generation idol with positive image and huge influencing power.

Creative infusion between no drink-driving and e-sports gathers Generation Z for a future of no drink-driving

Jan Craps, CEO and Co-Chair of Budweiser APAC, commented at the gala: “Responding to the booming new trends of e-sports and virtual consumption, it is also the first time that we creatively infuse our campaign with the e-sports, hoping to better engage Generation Z through their shared interest, call on more people to join the meaningful cause, and inspire a future of zero drink-driving with HAPI.”

As the main creator of e-sports public awareness film, Frank Wang, Chief Legal and Corporate Affairs Officer, Budweiser APAC and Matt Che, Marketing VP, Budweiser APAC, Wang Ziyi and Shanghai traffic police representative jointly announced the launch of film. Frank noted: “This is the 13th year Budweiser China presents Smart Drinking Gala Event. We aim to communicate with youngsters in their favored language, and therefore delivering our long-term promise in road transportation safety through continuous innovation.” Matt said, Harbin Beer has always been a brand that focuses on young generation. It is committed to finding the pulse of their interests and writing brand stories on these points of interest. This time, we have chosen to graft the interests of young people to start e-sports. This is our secret to success for communicating and engaging with the young legal drinking people. "

Budweiser China leverages multi-stakeholder alliance to respond to China’s zero drink-driving cause 13-year of public welfare innovation never fades

It’s noteworthy that, to enable a larger population to benefit from the ‘Smart Drinking, No Drink-Driving’ campaign, Budweiser China has also participated in the ‘Traffic Safety Experiential Course’ public-service program hosted by China Children’s Press & Publication Group under the guidance of MPSTAB. The program utilizes various approaches such as donating ‘Traffic Safety Education Magic Box’ to schools, families and communities to help enhance public traffic safety education. Since 2016, Budweiser China has already donated 3,676 ‘Magic Box’ sets to primary schools, kindergartens and communities across the country, including 27 Hope Schools that Budweiser contributed directly to. So far, the ‘Traffic Safety Experiential Course’ program has staged 10 national-level demonstrations and mobilized more than 1,000 volunteers to visit over 3,000 schools and communities for traffic safety education – already appearing in media reports for hundreds of times, the awareness-building program has benefited more than 1 million children and teenagers in China, with its livestreaming courses viewed by over 40 million online.

Budweiser China’s Smart Drinking campaign now comes to its 13th year, and it continues to deliver public welfare concept in an innovative way. In addition to the endorsements of authorities, the successful launch of this campaign is also inseparable from the support of Budweiser's employees. On the event day, Jan Craps, CEO and Co-Chair of Bud APAC, Xiaozhi Liu, Independent Board Member, AB InBev, Frederico Freire, BU President, Bud China, Frank Wang, Chief Legal & Corporate Affairs Officer, Bud APAC, Matt Che, VP Marketing, Bud APAC, Y.J. Cheng, VP Supply & Logistics, Bud APAC, Linda Qian, VP People, Bud APAC, Jan Clysner, VP Procurement & Sustainability, Bud APAC, Keith Davies, VP Solutions, Bud APAC, Rodrigo Moraes Rodrigues, VP Logistics, Bud APAC, Tom Yu, General Counsel, Bud APAC, and Cheng Ning, BU President , BU Northeast, China, Rainart Xu, VP Strategic Customer Channel, Bud China, Bruce Gao, Head of Digital Commerce, Bud China，Gracy Gao, VP Corporate Affairs, Bud China, all appeared at the press conference.

It is also the annual Budweiser Global Beer Responsible Day, more than 10,000 Budweiser China employees across the country voluntarily walk on the streets, visiting restaurants and alcohol shops, advocating no drink-driving idea to consumers. Moving forward, Budweiser China will continue to explore in this welfare field, encourage all employees to popularize no drink-driving personally everywhere in China, and co-build a future of zero drink-driving!