SABMiller India
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Cyber hub restaurants collaborate with SABMiller India's 'Respect the Road' campaign to promote responsible drinking

Cyber hub restaurants
Scratch cards at popular outlets like The Wine Company and Beer Café giving assured gifts - free chauffeurs, cabs and campaign merchandise
Gurgaon 20 Oct, 2014: Popular restaurants of Cyber Hub such as The Wine Company, Beer Café, Sutra, Italiano, Brix and others have joined hands with SABMiller India's 'Respect the Road' campaign this festive season. These restaurants will promote responsible drinking in the coming festive season encouraging their customers to be safe and use alternatives to drinking and driving such as calling a cab, hiring a chauffeur or designating a buddy to drive.

Patrons visiting these restaurants will get a free scratch card with assured gifts from SABMiller India's 'Respect the Road campaign'. These scratch cards will have a message on overall road safety for the customers and provide them a chance to win exciting gifts such as Chauffeurs from Home Safe and other campaign merchandise like T-shirts, caps, badges, pens etc.

Speaking about the initiative, Ms Meenakshi Sharma, Vice President Sustainability and Communications at SABMiller India mentioned, "Our aim is to promote a sociable world where our products are enjoyed responsibly and we are happy that our Respect the Road campaign has been instrumental in promoting responsible drinking and overall road safety. With the onset of the festive season, we are happy to tie up with outlets in cyber hub that are keen to join hands and promote the message of responsible alcohol consumption. While wishing all a very Happy Diwali, I urge everyone to be safe and follow traffic rules."

Speaking at the collaboration, Kriti Malhotra, Wine Director & VP Operations, The Wine Company said, "The wine company is a place where people come to enjoy fine wines and spirits from across the world paired with exotic food and music. We want our consumers to have a good time here and enjoy responsibly. Hence, The wine company supports safe driving as we want our guests to reach home safe and secure. It is great to see SABMiller India taking this worthwhile initiative by offering safe solutions to ensure people reach home safely. Wine Company is also contributing to this social cause by being a part of this endeavour."

Priya Vasudev, Senior Manager, Brand and Communications at Beer Café said- ,"At The Beer Cafe, it has always been our endeavour to create a fun and responsible drinking culture. We're delighted to collaborate with SABMiller India and Home Safe on Respect the Road campaign. Enjoy your beer responsibly. We care. Have a happy and a safe Diwali!"

The campaign will also be promoted on the facebook page of 'Respect the Road' campaign (https://www.facebook.com/respecttheroad) through innovative posts on responsible drinking and road safety. Consumers will be encouraged to share their thoughts, slogans and messages on responsible drinking and the most innovative messages will be rewarded. Consumers will also be encouraged to take online pledge using the campaign pledge application to be responsible and safe on the roads. Radio City 91.1FM will support SABMiller India's 'Respect the Road campaign' by urging listeners on air to drink responsibly and be a part of the activity at participating outlets in Cyber Hub.

About SABMiller India

SABMiller India is the Indian arm of SABMiller plc., one of the world's largest brewers, and is also one of the leading brewers in India. The company serves the market with ten breweries across various states with popular brands such as Haywards 5000, Knock Out, Royal Challenge, Foster`s, Indus Pride, Miller High Life and its super-premium international brand Peroni Nastro Azzurro.

Sustainable development is core to the way we do business. It underpins our ability to grow and our license to operate. We know that by helping the businesses in our value chains and their local communities to grow, our business will grow too. Our sustainable development ambition is branded Prosper and is the latest evolution of the company's approach to sustainable development, which is a key element of SABMiller's business strategy.

About SABMiller Plc

SABMiller plc. is one of the world's leading brewers with more than 200 beer brands and some 70,000 employees in over 75 countries. The group's portfolio includes global brands such as Peroni Nastro Azzurro, Miller Genuine Draft, Pilsner Urquell and Grolsch; as well as leading local brands such as Aguila (Colombia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia) and Tyskie (Poland). SABMiller also has growing soft drinks businesses and is one of the world's largest bottlers of Coca-Cola products.

For more information, please contact:
Genesis Burson Marsteller
Yamini Thapa / Tahmeen Mehtab
Email: Yamini.thapa@bm.com / Tahmeen Mehtab
Contact No: +9999-067-127 / 9999-380-157

 
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