The world’s largest brewer’s goal is to curtail what it calls “harmful drinking”—the kind of drinking that makes AB InBev more money, but inspires behavior that gives drinking a bad name—by 10 percent in 10 years.
The Huffington Post reports that the campaign is part of an effort to “tap a bigger market of non-drinkers”:
The initiative is part of a broader push to reduce dangerous drinking and tap a bigger market of non-drinkers. The company, which earned over $28 billion in profit last year, plans to spend over $1 billion to get the cities program off the ground and launch a global campaign to promote awareness of the risks of reckless drinking. By 2025, AB InBev wants at least 20 percent of its global volume of beverages to contain little or no alcohol. It also plans to update its labels to include more health information.