Corporate Social Responsibility and Alcohol (Icap Series on Alcohol in Society)

238 Pages·2005·8.16 MB·English

by  Marcus Grant

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C
ORPORATE
S R
OCIAL ESPONSIBILITY
A
AND LCOHOL
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INTERNATIONAL CENTER FOR ALCOHOL POLICIES
Series on Alcohol in Society
Grant and Litvak...............Drinking Patterns and Their Consequences
Grant................................Alcohol and Emerging Markets: Patterns, Problems,
..........................................and Responses
Peele and Grant.................Alcohol and Pleasure: A Health Perspective
Heath................................Drinking Occasions: Comparative Perspectives on
..........................................Alcohol and Culture
Houghton and Roche........Learning About Drinking
Haworth and Simpson......Moonshine Markets: Issues in Unrecorded Alcohol
..........................................Beverage Production and Consumption
Martinic and Leigh...........Reasonable Risk: Alcohol in Perspective
Grant and O’Connor........Corporate Social Responsibility and Alcohol: The
..........................................Need and Potential for Partnership
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C
ORPORATE
S R
OCIAL ESPONSIBILITY
A
AND LCOHOL
The Need and Potential for Partnership
EDITED BY
MARCUS GRANT
and
JOYCE O’CONNOR
NEW YORK AND HOVE
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Published in 2005 by Published in Great Britain by
Routledge Routledge
Taylor & Francis Group Taylor & Francis Group
270 Madison Avenue 27 Church Road
New York, NY 10016 Hove, East Sussex BN3 2FA
© 2005 by International Center for Alcohol Policies
Routledge is an imprint of Taylor & Francis Group
Printed in the United States of America on acid-free paper
10 9 8 7 6 5 4 3 2 1
International Standard Book Number-10: 0-415-94948-3 (Hardcover)
International Standard Book Number-13: 978-0-415-94948-4 (Hardcover)
Library of Congress Card Number 2004023793
No part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic,
mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and
recording, or in any information storage or retrieval system, without written permission from the publishers.
Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only
for identification and explanation without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Corporate social responsibility and alcohol : the need and potential for partnership / edited by Marcus
Grant and Joyce O'Connor.
p. cm. -- (ICAP series on alcohol in society)
Includes presentations delivered at a conference held in Oct. 2002 in Dublin, Ireland.
Includes bibliographical references and index.
ISBN 0-415-94948-3 (hardback)
1. Social responsibility of business--Congresses. 2. Alcoholism--Congresses. 3. Alcoholic
beverage industry--Congresses. I. Grant, Marcus. II. O'Connor, Joyce. III. Title. IV. Series on alcohol
in society.
HD60.C692 2005
663'.1'0684--dc22 2004023793
Visit the Taylor & Francis Web site at
http://www.taylorandfrancis.com
Taylor & Francis Group and the Routledge Web site at
is the Academic Division of T&F Informa plc. http://www.routledge-ny.com
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Contents
Editors vii
Contributors ix
Acknowledgments xi
CHAPTER 1 Introduction 1
Marcus Grant and Joyce O’Connor
CHAPTER 2 Corporate Social Responsibility and Corporate Citizenship:
Definitions, History, and Issues 5
David Logan and Joyce O’Connor
CHAPTER 3 Corporate Social Responsibility and Product Safety:
A Role for Public-Private Partnership 29
John Orley
CHAPTER 4 Perspectives on Partnerships for Corporate
Social Responsibility in the
Beverage Alcohol Industry 43
John Orley and David Logan
CHAPTER 5 Alcohol Policy Through Partnership: Is the Glass
Half Empty or Half Full? 57
Marcus Grant
CHAPTER 6 Drinking Education: Minimizing Negatives or
Optimizing Potential? 63
Stanton Peele
v
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vi CONTENTS
CHAPTER 7 Drinking It In: Findings of the Valencia Meeting on
Marketing and Promotion of Alcohol to Young People 75
Leanne Riley
CHAPTER 8 Government Regulation, Corporate Responsibility,
and Personal Pleasure: A Public Health Perspective
From New Zealand 81
Mike MacAvoy and Meg Mackenzie
CHAPTER 9 Corporate Social Responsibility:
A Context for Alcohol Policy 97
Peter H. Coors
CHAPTER 10 Corporate Social Responsibility in Practice Within the
Beverage Alcohol Industry 103
John Orley
CHAPTER 11 Establishing Good Practice in Responsible
Drinks Promotion: Illustrations of Good and
Bad Practice From a Public Health Perspective 115
Ann Roche
CHAPTER 12 Are Alcohol Advertisers Drinking in the
Last Chance Saloon? 133
Hugh Burkitt
CHAPTER 13 Setting the Standards for Responsible Consumer
Marketing in Beverage Alcohol 139
Chris Britton
CHAPTER 14 Developing Solutions for Abusive Drinking on Campus:
A Campus-Community-Industry Collaborative Model 143
Peter Cressy and Monica Gourovitch
CHAPTER 15 Alcohol Education 151
Marjana Martinic, Daniya Tamendarova,
and Eleni Houghton
CHAPTER 16 Report on the Framework for Responsibility 177
Eleni Houghton, Gaye Pedlow, and Adrian Botha
CHAPTER 17 Conclusion 211
Hurst Hannum
Index 217
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Editors
Marcus Grant is president of the International Center for Alcohol Policies
(ICAP), a not-for-profit international organization funded by 10 international
beverage alcohol companies. ICAP’s mission is to promote understanding of
the role of alcohol in society, to help reduce the abuse of alcohol worldwide,
and to encourage dialogue and pursue partnerships with the alcoholic bever-
age industry, the public health community, and others interested in alcohol
policy. He served as the director of the Alcohol Education Center, London,
where he was responsible for the national coordination of postqualification
training on alcohol problems for health and social service staff. During this
period, he also served as chairman of the Alcohol Education Section of the
International Council on Alcohol and Addictions and honorary tutor in educa-
tion at the Institute of Psychiatry, University of London. He joined the head-
quarters staff of the World Health Organization in Geneva in 1984, where he
was responsible for global activities on the prevention of alcohol and drug
abuse in the Division of Mental Health. He was appointed chief of Prevention,
Advocacy and Health Promotion within the Global Program on Substance
Abuse, which was established in 1990. He has published extensively on alco-
hol education and training, on prevention, and on social policy.
Joyce O’Connor is president of the National College of Ireland. She is chair
of the Further Education and Training Awards Council (FETAC) and a mem-
ber of the National Qualifications Authority of Ireland. She also chairs Dublin
Inner City Partnership, is a council member of the Dublin Chamber of Com-
merce, and executive director of the Cement Roadstone Holdings PLC. She
has served as the Irish representative to the World Health Organization and
chaired the WHO expert committee on Alcohol and the Workplace. Professor
O’Connor is an Eisenhower Fellow. She has published widely and has received
a number of prestigious awards, including recognition by the International
Institute for Alcohol and Addiction for her research on drinking behavior.
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Contributors
Adrian Botha Hurst Hannum
SABMiller, plc Tufts University
London, UK Medford, Massachusetts, USA
Chris Britton Eleni Houghton
Diageo, plc Consultant
London, UK Pittsburgh, Pennsylvania, USA
Hugh Burkitt David Logan
Burkitt DDB The Corporate Citizenship Company
London, UK London, UK
Peter H. Coors Meg Mackenzie
Coors Brewing Company Alcohol Advisory Council of
Golden, Colorado, USA New Zealand
Wellington, New Zealand
Peter Cressy
The Distilled Spirits Council of the Mike MacAvoy
United States Alcohol Advisory Council of
Washington, DC, USA New Zealand
Wellington, New Zealand
Monica Gourovitch
The Distilled Spirits Council of the Marjana Martinic
United States International Center for Alcohol
Washington, DC, USA Policies
Washington, DC, USA
Marcus Grant
International Center for Alcohol Joyce O’Connor
Policies National College of Ireland
Washington, DC, USA Dublin, Ireland
ix