Global social campaigns
We strive to expand the awareness of our consumers about beer culture and responsible consumption. In all countries where we are present we have launched a campaign titled 'Sobriety Is The Key'. The basic rule of Efes company is: if you decide to drink beer, remember about sober consumption of alcohol. In Kazakhstan, we maintain this campaign by placing social advertising posters with appropriate content on the streets. 
In August 2012, we changed the format of the campaign by launching a social action for the Internet audience for the first time by posting web banners with a call to responsible consumption of alcohol and slogan saying 'Choosing measure, choose consequences'. The new format of the project allowed us to reach a wide audience in all corners of Kazakhstan. In 2013-2015 we conducted actions in Almaty nightclubs where we distributed free key fobs to visitors so that everyone could check his/her blood alcohol content. The action was intended to call for sober consumption through self-control. In 2017, a stationary wall-mounted alcohol detector was installed at 'Master Zhigulyov' pub in Almaty to help visitors check the amount of alcohol consumed.
Our another CSR program is held under slogan: 'Never drink while driving'. In Kazakhstan, 30% of all road accidents are caused by drunk drivers. We tell our customers: 'Don't drive if you have drunk, we want to make sure that you get home safe and sound'. In Almaty, Karaganda and other cities, posters were placed on the streets against drunk driving. In 2014, an exhibition of posters against drinking alcoholic drinks when driving was held at Special Public Service Center of Almaty.
Another direction of the program is called 'Sober Efes Driver'. 'Respect the law and remember your loved ones! A drunk driver is a criminal' is the motto of this project. Since 2013, we have provided customers of several restaurants and bars with free 'sober driver' service in the summer time, so that they can come home in their cars without risking to cause a road accident. The project is very popular among Almaty residents, and about 2,000 people use this service every year. This action was supported by Almaty Traffic Police Department.
In our company, we brew beer only for the pleasure of adults, who are legally allowed to buy and consume our products. Wherever we work, we never target our marketing policies at minors, and make our distributors ensure that our products are sold only to people of legal age. We do it because we know: alcohol is a main risk factor for children and adolescents under 18. We also encourage owners of points of sale to comply with the law and avoid selling alcohol products to minors, and also remind them of liability for violation. As a part of campaign 'Against sale of alcoholic drinks to people under 21' held in 2013-2014 in Kazakhstan, volunteers visited more than 10,000 points of sale in major cities to explain salesmen that according to the law no alcoholic drinks can be sold to people under 21, and warned about liability for violation. The '21+' stickers and posters warning about prohibition to sell alcoholic products to minors were placed in all the points of sale. In 2015, at ADK shopping mall, we held a concert of Kazakhstan pop stars to draw public attention to this issue. In 2016, we opened a hotline in Almaty for active citizens to report violations of the rules of sale of alcoholic products (sale to people under 21). The information about this project was posted in the media and social networks.