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Community Investment

Without a positive drinking culture – where people drink for the right reasons and are sociable without causing harm to themselves or others – we will not achieve long-term, sustainable growth. We invest in initiatives that improve drinking behaviour and attitudes and in targeted intervention with at-risk groups. This includes two major partnerships in Australia and New Zealand:

A Positive Drinking Culture

Without a positive drinking culture – where people drink for the right reasons and are sociable without causing harm to themselves or others – we will not achieve long-term, sustainable growth.

We invest in initiatives that improve drinking behaviour and attitudes and in targeted intervention with at-risk groups. This includes two major partnerships in Australia and New Zealand:

 

  • DrinkWise Australia

    Established in 2005 by Lion and its industry partners, DrinkWise Australia is an independent not-for-profit organisation aiming to make a real dent in alcohol misuse and underage drinking. Lion contributes over a million dollars annually to high profile campaigns including ‘Kids absorb your drinking’, which encourages strong parental role modeling, and ‘Drinking – Do it Properly,’ an innovative campaign which aims to make responsible drinking aspirational among 18-24 year olds.

    For more information go to www.drinkwise.org.au

     

  • Cheers!

    In New Zealand, Cheers! aims to help New Zealanders to understand the drivers and effects of their drinking behavior and make smarter choices as a consequence.  Cheers! has enlisted Lion’s trusted brands to get the message through with a range of exciting initiatives like Steinlager’s ‘Be the artist, not the canvas’ campaign.

    For more information go to www.cheers.org.nz