Today, Ministry of Public Security successfully hosted China’s Road Safety Alliance Annual Ceremony. Government officials attended meeting, including Zhang Ming, Deputy Inspector of the Traffic Management Bureau, Ministry of Public Security, and Liu Chunyu, Deputy Director of Publicity and Education Division, Traffic Management Bureau, Ministry of Public Security. Budweiser China also joined in and received the award of Road Safety Innovation.

BUD China is one of the first enterprises to launch a major campaign opposing drink-driving. From 2008 till the date, our flagship public project, ‘Smart Drinking, No Drink & Drive’, has been taken place in China for more than 12 years. In 2019, Harbin Beer produced a Palace-Themed Hip-Hop Animation, ‘Never Drink and Drive’, starring Z-generation virtual idol Hajiang. It promoted the new trend of saying no to drink-driving using fashionable and witty words, tailored specifically for the Z-generation. BUD China also made a breakthrough in its products, offering a new type of No-Alcohol beer (NAB), whose alcohol content is below 5‰, offering a sensible choice for some customers. The award of innovation demonstrated strong recognition from Chinese government.

In order to make the ‘Smart Drinking, No Drink & Drive’ campaign benefit more people, BUD China participated in the Road Safety Experience Course opened by the Ministry of Public Security Traffic Management Bureau, and donated road safety education magic boxes to children. To date, the project has launched 9 national-level public demonstration activities, and more than 2000 volunteers have been to schools and communities to promote road safety, benefiting millions of children. It has received hundreds of media coverage and the live micro courses were viewed by 4 million people.

BUD China is grateful to have the support and recognition of the traffic police. We will never forget our mission and continue shouldering social responsibility to promote road safety, connecting the community to build a civilized, safe and sustainable society together.