Measuring progress on the Commitments:

Targets and KPIs

In 2013, 13 of the world’s leading beer, wine, and spirits producers made 10 Commitments to reduce the harmful use of alcohol. Each of these Commitments is supported by a rigorous and specific target, and accompanied by a Key Performance Indicator. These KPIs have been developed in conjunction with Accenture Sustainability Services, who have helped us ensure that they are applied consistently by each signatory across the world, using an appropriate and reliable data collection process. As a result we are confident that the KPIs will provide a robust framework for measuring progress over time. The full indicator protocols can be accessed here.

The KPIs are as follows:

 

KPI 1a 
The percentage of legal purchase age (LPA) regulations introduced where none previously existed in countries where sale is legal or permitted.

KPI 1b 
The number of engagements in support of newly introduced existing LPA regulations, e.g. government meetings, industry roundtables, and retail partnership for age verification.

KPI 2a 
The number of education programs and number of countries in which the education programs are operating, resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders.

KPI 2b
The number of underage individuals collectively reached with education programs resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders.

KPI 2c
The number of influencers (parents, teachers, other adults, community leaders) collectively reached with education programs and materials resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders.

 

KPI 2d
The number of unidentified persons collectively reached with education programs and materials resulting from signatories’ work with NGOs, IGOs, and other interested stakeholders

KPI 3a
Collective percentage of compliant impressions across print, broadcast, and digital resulting from signatories’ advertising, or adherence to no-buy-list, based on the best available data, as measured by an independent agency.

A “no-buy-list” is defined as a list of publications or channels where more than 30% of the audience is known to be under the legal purchase age. The “best available evidence” will vary from market to market, but could include data supplied by recognized media monitoring agencies. This will be supplemented by random sampling and “secret shoppers,” as appropriate.

KPI 3b
Number of countries in which actions of signatories result in data being made newly available on the collective percentage of compliant impressions across print, broadcast, and digital, resulting from the signatories’ advertising.

KPI 4a
Digital Guiding Principles published.

KPI 4b
Percentage of signatories complying with Digital Guiding Principles within all countries in which they are commercially active.

KPI 5a 
Percentage of countries in which signatories are commercially active, in which non-industry participation is established by signatories’ actions in existing self-regulatory processes.

KPI 6a
Percentage of signatories’ contracts with advertising agencies that include clauses for the agency to comply with the responsible alcohol advertising codes for signatories’ products.

KPI 7a 
The percentage of products that do not contain excessive amounts of added stimulants.

 

KPI 7b 
Percentage of signatories’ products that are marketed as delivering energizing or stimulating effects.

Commitment signatories can elect to report by percentage of brands or percentage of volume of product manufactured.

KPI 8a 
The percentage of brands carrying one or more of the symbols and/or equivalent words, and the address of a website containing additional information, including alcohol product strength and reminders about the dangers to health of excessive drinking.

KPI 8b 

The percentage of volume of product manufactured carrying one or more of the symbols and/or equivalent words, and the address of a website containing additional information, including alcohol product strength and reminders about the dangers of excessive drinking on health.

KPI 9a 
The number of countries in which selected drinking and driving prevention pilot programs are rolled out.

KPI 9b
The number of drinking and driving prevention programs outside the pilots references in KPI 9a.

KPI 10a 
Guiding Principles for Responsible Retailing of Beverage Alcohol developed and published.

KPI 10b 
Responsible retailing initiative launched in a public forum in 2014.

KPI 10c 
Percentage of markets in which signatories are commercially active in which local responsible retailing initiatives to support, comply with, and advance the guiding principles have been rolled out.