2011 Global Citizenship Report | Canada
for a Better
Striving for a Better World
At Labatt Breweries of Canada, in all that we do we recognize our responsibility
to improve the world where we do business. We are committed to building
a company for the long-term with a legacy to be proud of — for the people who
work for us and with us; for future generations and the environment in which we
live; and above all for our consumers who we hope will always enjoy our products
responsibly and be as proud to choose them as we are to create them.
Our dream is to be the Best Beer Company in
3 a Better World by focusing on three key pillars:
We brew our beers to be enjoyed responsibly by those of legal drinking
age. For a quarter century, Labatt has been a Canadian leader in
encouraging consumers to enjoy our beer responsibly and moderately
and in the fight against drinking and driving — the societal issue that
concerns more Canadians than any other.
We are committed to a sustainable approach to the use of key natural
resources; we focus our environmental initiatives on four key issues —
water, energy, recycling and packaging.
Community and Heritage
We are committed to making a difference through our people, the
integrity of our business conduct and our community support. We have
a long-standing tradition of giving back through sponsorships,
charitable donations and our employees’ personal involvement.
Employees Volume Produced
6 Key Brands
Domestic: Budweiser, Bud Light,
(million hectoliters) Alexander Keith’s, Kokanee, Labatt Blue
At Labatt Breweries of Canada, our dream may be ambitious,
but our efforts are constant, our resolve is unshakeable and
our commitment is strong.
The goal of our three-year-old Better World initiative is to make a positive contribution to
the world around us by investing in organizations, projects and activities that improve the
communities where we do business, by extending our pioneering efforts in promoting the
responsible enjoyment of our products, and by improving our environmental performance
and encouraging sustainability as a day-to-day business practice.
In 2011, Labatt advanced its Better World dream through a range of successful initiatives
targeting key areas including responsible enjoyment, the environment, health and safety
and the community.
For instance, Labatt put the spotlight on the prevention of underage drinking with its
Family Talk About Drinking program, and its new Take the Pledge moderation campaign that
targets the prevention of drinking and driving.
Labatt’s Better World actions in its breweries, warehouses and offices, as well as at the
community level improved its environmental performance and inspired employees
and consumers to do more in pursuit of conservation at work and at home. Highlights
included the many World Environment Day and World Water Day projects that saved water
and other natural resources, as well as multiple events and contests that helped boost
environmental awareness and inspired both learning and action. We are proud that our
London and Montreal breweries each earned environmental awards recognizing their
Last year, as part of its Community and Heritage commitment, Labatt’s deep roots, history
and impact in Canada were celebrated with the donation of two significant corporate
archival collections to institutions in London, Ontario, the home of company founder
John Kinder Labatt.
Promoting Responsible Enjoyment
Beer is enjoyed responsibly by the vast majority of consumers, but we recognize
that alcohol misuse may cause harm. That’s why at Labatt Breweries of Canada,
we have been an industry leader for more than two decades in encouraging
consumers, especially young adults, to enjoy our beer responsibly and moderately.
In 2011, we developed and promoted responsible drinking programs in all of our
key markets, with a primary focus around preventing drinking and driving, high-
risk drinking and underage drinking.
6 2014 Global Responsible
In September 2011, we announced global company-wide targets on key
responsible drinking initiatives that we will strive to achieve by the end of 2014. Our goals are to:
Provide ID-checking materials and other
Reach at least educational information to at least
adults with programs developed bars, clubs, restaurants and grocery
by subject matter experts, that help stores to help them prevent sales to minors
parents talk with their children
about underage drinking
Provide training on responsible
alcohol beverage sales to at least Reach at least
bartenders, waiters, grocery store legal-age consumers to increase
clerks and others who serve and awareness of the importance of using
sell alcohol a designated driver or safe-ride home
Celebrate our annual Global Be(er)
Invest at least Responsible Day
(USD) in advertising and programs to help promoting the importance of responsible
remind and educate consumers about the drinking among our employees, retail
importance of responsible drinking customers and consumers
In addition, we will continue
to train all of our sales and
marketing employees annually
using the Anheuser-Busch InBev
Code and support enforcement
of industry advertising and
marketing self-regulatory codes.
Labatt Responsible Enjoyment Initiatives
For a quarter century, Labatt Breweries of Canada has
been a Canadian leader in encouraging consumers
to enjoy our beer responsibly and moderately and in
the fight against drinking and driving – the societal
issue that concerns more Canadians than any other.
We constantly update our programming to ensure it
remains relevant and effective. Labatt is a pioneer in
developing partnerships to encourage moderation
and discourage underage drinking.
Promoting Responsible Enjoyment
8 To help achieve our national and global goals in 2011,
Labatt initiatives included:
Family Talk About Drinking – a Prevention Program
In September, Labatt launched its latest innovative responsible drinking initiative, the
Family Talk About Drinking prevention program, which includes the Family Talk website and
the Labatt Family Talk Parent Guide. Parents can use the Family Talk program, which draws
on the knowledge and experience of experts in this field, to talk to their children about
making smart, safe decisions about alcohol. Via a public service email, Labatt directed
approximately one million Canadian mothers, about 25 percent of the total moms in
Canada, to a dedicated Family Talk television program on a major national cable network.
Take the Pledge – a New Moderation Campaign
Across Canada, the new Take the Pledge moderation campaign’s billboard and street
level ads showed just how far people will go to avoid drinking and driving – for example
sleeping on the back of a statue, on a park slide and atop a tree branch. The campaign
directed consumers to Labatt’s responsible drinking Facebook page where they “signed”
a pledge to not drink and drive, with more than 10,000 individuals participating.
In appreciation, Labatt donated $1 per pledge to the True Patriot Love Foundation
in support of Canadian Military Families, and if the signers shared the link with a friend,
the company donated an additional $1.
Take the Pledge Goes to University Campuses
9 for Global Be(er) Responsible Day
In September, Labatt partnered with about 20 of Canada’s major universities and
colleges to bring Global Be(er) Responsible Day to students. Labatt employees, all
wearing Take the Pledge t-shirts, used iPads to replicate the successful Facebook
application face-to-face and in real time. As a result, in just a single day, more than
6,200 university and college students took the Pledge Vs. Drinking N Driving on the spot.
Budweiser TV Ad Designates Holiday Drivers
A new Budweiser TV spot, “Great times wait for the designated driver,” aired
Canada-wide during the holiday season. It underscored the importance and
widespread acceptance of having a designated driver when going out to social,
sporting and entertainment events. It reinforced Labatt’s clear, consistent
message: “Don’t drink and drive.”
Operation Red Nose/Nez Rouge
10 For the third consecutive year, Labatt participated in Operation Red Nose/Nez Rouge
in the Province of Quebec, with volunteers taking the wheel for people who didn’t
feel comfortable driving their own vehicles home during the Christmas and New Year
holidays. More than 83,000 people got a safe-ride home thanks to this program.
Montreal’s City Bus as Designated Driver
Labatt and the Société de transport de Montréal joined forces to invite festival goers
and night owls to select a night bus as their “designated driver.” The initiative promoted
the use of public transit “after hours” in downtown Montreal.
Taking Care of the Environment
At Labatt Breweries of Canada, environmental stewardship is a key focus
of our everyday operations. We continually seek to operate more efficiently and
maintain our quality standards, while carefully considering our impact on the
environment. We focus our environmental sustainability initiatives on four key
areas – water, energy, recycling and packaging.
In addition to promoting efficiency and avoiding waste – important aspects
of our culture – we also recognize we have a role to play in tackling shared
challenges such as freshwater availability and quality.
2012 Global Environmental Targets
In 2009, we announced global company-wide targets
on key measures such as water and energy use, as well
as carbon emission reductions that we will strive
to achieve by the end of 2012. Our 2012 targets are:
Increase our waste and byproduct recycling to 99 percent.
Reduce water use for beer and soft drinks plants
to an industry leading 3.5hl/hl product.
Reduce energy use per hectoliter by 10 percent.
Reduce CO2 emissions per hectoliter by 10 percent.
Performance in Canada
In 2011, Labatt Breweries of Canada contributed significantly towards achieving
our global targets.
Labatt’s commitment to the
environment and to using natural
resources in a sustainable manner
is completely integrated into our
everyday business practices.
Employee passion for our Better World dream and activities is fueled through their
commitment to sustainability, as well as the fact that Labatt tangibly recognizes results
by linking bonuses to Better World targets.
Our employees have the most significant impact on water and energy consumption
because they know our processes better than anyone and impact them daily. We rely
on their ability to observe and analyze our consumption patterns, then tap into their
personal creativity to develop and implement innovative solutions.
We enable our employees to take the initiative on solutions through our industry-
leading Innovation Program. It is unique because it recognizes that even the smallest,
simplest ideas make a difference and that, when pooled together, seemingly minor
results can have a highly significant, cumulative effect. To get the most out of the
Program, ideas are recorded in our searchable Ideas Database so that employees across
Canada and around the world can find solutions that will work in their own breweries.
Improving Environmental Performance in Canada
From 2006 –2011, Labatt employees
have implemented 815 water
conservation ideas and, as a result:
Reduced Water Reduced Fuel
Reduced Electricity Total Operating Waste
Improving Environmental Performance in Canada
In 2011, Labatt brewery employees across Canada
identified resource-saving opportunities and determined
low- and no-cost solutions that reconfigured existing
processes and reused existing equipment whenever possible.
For example, the Montreal brewery is saving 300,000 hl of water and $60,000 annually
by using hot water from another process to rinse the beechwood chips used to brew
Budweiser. In Edmonton, the Budweiser brewing team takes the centrifuge offline when
they foresee more than one hour of idle time, which saves enough water to supply 18
households and enough electricity to power 150 households annually. Simply recapturing
overflow water at the Halifax pasteurizer is saving 180,000 hl water and $25,000 annually.
Likewise, Creston captures cooling tower water and uses it to cool compressed air and CO2
which saves 628,000 hl of water and $15,650 annually, as well as $20,000 in electricity.
During the year Labatt and its employees stepped up to
support specific environmental initiatives and charities.
Here are a few examples:
Alexander Keith’s Green Initiative Supports Four Eco-Charities
Alexander Keith’s Green Initiative had both a national reach through partnerships with the
Canada-wide Waterkeepers Canada and Nature Canada, as well as a local focus with Trees
Ontario and Nova Scotia-based Adopt-A-Stream. Consumers who bought specially-
marked, 24-bottle packs of Alexander Keith’s India Pale Ale or 15-bottle Alexander
Keith’s mixer packs could click on an Alexander Keith’s Facebook page to suggest a brand
donation to their eco-charity of choice. They could also share the environmental message
with friends, and have the company donate $1. During the year, Alexander Keith’s Green
Initiative contributed close to $16,000 to its four eco-charity partners to protect wildlife
habitats, promote tree planting and preserve Canada’s lakes and rivers.
World Environment Day (WED)
16 Anheuser-Busch InBev was an official WED sponsor and for the second consecutive year
Labatt Breweries of Canada and its sister companies launched a global celebration to
support WED with an active program that involves employees and their families. Labatt
was instrumental in launching WED celebrations in Toronto, North America’s official
host city for 2011.
Employees at each of Labatt’s breweries, warehouses and offices focused on water
conservation and reducing their consumption of electricity and natural gas. Breweries
participated in the third annual WED facility competition, inspiring 3,000 employees to
engage in water-focused projects. Open houses at the various breweries also showcased
Labatt’s commitment to sustainability to government officials and the general public,
as well as employees’ families and friends.
To increase employee and public awareness, Labatt employees organized events
that included the Dash 4 Trash in Creston, B.C., the Thames River Clean-up in London,
Ontario, a clean-up near the Montreal brewery site and a Dragon Boat race for Toronto
employees to benefit a water charity and increase water conservation awareness.
Several breweries also ran short- and long-term initiatives designed to inspire
carpooling, walking, cycling and taking transit to work. On-site fairs gave employees
information on everything from composting to reducing lunch-time waste. To further
engage employees and show that making a difference can be fun, the Best of the Beards
competition asked employees to put down their razors to save water and waste.
World Water Day
17 For World Water Day in March 2011, employees focused on
finding, tagging and repairing leaks. At various work locations,
trades partnered with operators to identify the equipment
that required attention, and Grow Some and Shave Every Drop
campaigns asked employees to stop shaving to reduce water
use. Water consumption awareness was increased through
posters of real-life onsite leaks, residential water consumption
reduction kits and even art contests for employees’ children.
Awards & Recognition
In 2011, the newspaper Les Affaires ranked the Montreal brewery as one of the
50 most admired businesses in Quebec.
Labatt’s Montreal brewery’s packaging-specific environmental efforts also earned
Recyc-Québec’s Special Mention 2011 award as part of its ICI ON RECYCLE! program.
The brewery has saved 1,665 tons of cardboard annually since eliminating bottle
partitions in its 24-packs back in 2004. Labatt’s Montreal brewery has reduced waste,
saved trees and cut its operating costs (cardboard, electricity, maintenance).
In early 2012, the Montreal brewery also received an environmental award from the
City of LaSalle’s Chamber of Commerce recognizing its efforts to recycle and reduce the
consumption of resources such as water, electricity and natural gas.
The London brewery, Labatt’s largest, received a 2011 Water Efficiency Award
from the Ontario Water Works Association, the industry association for drinking-
water professionals. The London brewery’s 300 employees rely on a variety of
management systems and tools, but attitude, awareness and education are equally
important. Between 2007 and 2010, London’s water:beer ratio dropped from
5.12hl:1hl to 3.98hl:1hl – a 22 percent reduction over four years.
Employees are continuing to work toward Labatt’s Better World water:beer ratio
of 3.5 hl/hl by the end of 2012.
Community and Heritage
A key aim for Labatt Breweries of Canada is to create value for stakeholders as
well as shareholders, especially our employees and the communities in which we
operate. We are proud of the positive and meaningful impact our business has
on the communities where we work. We are improving our production facilities,
modernizing logistics and commercial investments, and creating both direct and
indirect jobs, as well as paying taxes and excise duties. By constantly improving
our operations, we aspire to continue to create employment, improve economic
standards and add value.
Investing in Our Communities
In 2011, economic benefit generated by Labatt included ($CDN):
More than More than
in federal, provincial and excise taxes annually in wages, employing about 3,000
people and generating approximately
84,000 indirect jobs across Canada
on good and services
In addition, in 2011, Labatt made a number of significant
capital investments that included:
At Labatt’s brewery in London, Ontario, a range of Better World capital investments
were made to ensure sustainability. A $310,000 investment in a capture tank to divert
beer from the drain has large financial and environmental benefits, while a $150,000
investment in two capture tanks, a pump and piping are capturing 390,000 hl water/
annually. A utility rebate and $50,000 added LED lighting in areas where 24-hour
illumination is required, but on/off motion control is not appropriate, to save
200,000 kwh/year. A $43,000 HVAC heat recovery coil is saving 1,250,000 MJ/year.
Investing in Our Communities
In addition to investing in our facilities,
we also invest in our communities,
recognizing that giving back is key to
a sustainable approach to our business.
Labatt has a long-standing tradition of giving back through sponsorships, charitable
donations and our employees’ personal involvement. We are proud of our 165-year
Canadian heritage and the rewards it has allowed us to share with Canada’s people and
communities. We encourage our employees to volunteer their time and expertise to help
better their communities. Labatt focuses its philanthropic investments on the individual
needs of local organizations and activities where we can make a major difference.
Labatt and its employees support a variety of organizations, and the company
matches donations from employees and retirees to Canadian charities and non-profit
organizations through the Employee Matching Gift Program.
The Labatt Brewing Company Archival Collection
21 In 2011, Labatt celebrated the culmination of more than four years of work when the
company’s archives were donated to The University of Western Ontario in its hometown
of London, Ontario.
Labatt turned the company’s largely unorganized corporate archives into a valuable
historical collection that resides at the University of Western Ontario where it is accessible
to scholars and the public alike. The challenge was to turn this underused, inaccessible asset
that chronicles over 160 years of brewing heritage and corporate leadership into a benefit
for the community. It took archival experts more than four years to edit tens of thousands
of boxes filled with Labatt’s historical documents down to 2,500 boxes, which were then
catalogued and organized.
Labatt also donated $200,000 to The University of Western Ontario to assist them in
digitizing portions of The Labatt Brewing Company Archival Collection. This will help
preserve some of the key content of the collection and make it more accessible.
At the same time, the Labatt Material Culture Collection of original art, brewery artifacts
and collectibles was donated to Museum London.
The transfer of the archives established a benchmark in heritage donations as the Canadian
government deemed the material to be of “outstanding significance and national
importance.” The collections were appraised at approximately $8.3 million.
It is Canada’s first brewing industry historical collection and supported Labatt’s Better World
strategy by reinforcing our local heritage and our reputation as a corporate leader while
diverting material from landfill and eliminating 158,000 pounds of greenhouse gas emissions.
Historic TV and radio commercials and images can be viewed at www.labatthistoricgift.ca.
Labatt and Employees Give Back
22 In 2011, the company and its employees donated and volunteered with a variety of
organizations, including Pride Toronto, a premiere arts and cultural festival, and the Slave Lake
Fire Victim Foundation to help that community rebuild after a devastating fire in May 2011.
Labatt and Alexander Keith’s supported the 2011 Canada Winter Games, the
largest multi-sport event ever held in Nova Scotia and Halifax’s first Canada Winter
Games. Alexander Keith’s also sponsored a speech by renowned primatologist and
conservationist Dr. Jane Goodall in celebration of the 50th anniversary celebration of her
work, and supported the Adopt-A-Stream program – a partnership with the Nova Scotia
Salmon Association and the Nova Scotia Liquor Corporation that aims to protect and
restore local watersheds and improve Nova Scotia’s water quality.
In Creston, B.C., Labatt’s Columbia brewery partnered with the Canadian Avalanche
Association, which educates outdoor enthusiasts on avalanche preparedness and
safety while enjoying recreational activities and supported the Canadian Cancer Society
through the Creston Relay for Life.
Labatt continues to invest in the power of Canada’s young people with its Scholarships
for Children of Employees program. Labatt’s 2011 contributions will help the scholarship
winners reach their academic and life goals for up to four consecutive years.
Labatt is also a long-time supporter of amateur sports in Canada.
Dream, People, Culture:
We also recognize
that by showing
respect for our people
and a safe work
environment, we tap
into their desire to help
us be a responsible
At Labatt Breweries of Canada, we
operate day-to-day using a set of
principles that define our culture and
our approach to our employees, our
customers and to consumers. One of
these principles states, in part: We don’t
take shortcuts…the safety of our people
can never be compromised.
Workplace and employee safety has long been a major focus for Labatt, and we set annual
targets to reduce injuries and lost-time accidents with the ultimate goal of no injuries at all.
Across Canada, in every brewery and warehouse, Labatt puts safety first by offering the
training, audits and support required to keep safe attitudes and behaviour top-of-mind.
That commitment continues to produce measurable results.
Less LTIs in Less LTIs from
2011 over 2010 2005 to 2011
At Labatt Breweries of Canada, we saw a 13 percent decrease in our total lost-time
incidents in 2011 over 2010, and we’ve reduced lost-time incidents by 86 percent
between 2005 and 2011. In 2011, a number of Labatt locations extended zero lost-
time incident records ranging from two to eight years.
In addition, Labatt’s Montreal brewery
earned the Commission de la santé
et de la sécurité du travail (CSST)’s Prix
Innovation 2011 award in the Montreal
region. At the Montreal brewery each week,
all production lines are stopped for 15
minutes to allow front-line managers to
address everything from safety milestones
to near-misses, new safety equipment and
procedures, and remind employees that
every job can be done safely. Stopping the
line shows employees that Labatt really
does put safety before production.
For World Safety Day’s Drive Safely at Work & Home theme, Labatt asked employees to avoid
distracting driving behaviour and recommit to seatbelt use to stay safe. Employees were able
to access the Street Smart online presentation on seatbelt use and sign the Hang Up and Drive
Our work force is composed of 83 percent male and 17 percent female employees.
Outlook for 2012
Labatt’s Better World plans for the coming year include
having Budweiser assume responsibility for the majority
of our responsible enjoyment programming. As part
of this effort, Labatt will build on the Good Sport fan
management program, partnering with key sports teams,
to promote the Don’t Drink and Drive message.
We plan to extend our successful Family Talk About Drinking and Take the Pledge programs
and will continue to collaborate with licensees and retailers for Global Be(er) Responsible
Day and with local environmental and not-for-profit groups to boost awareness and
provide information on World Environment Day, World Water Day and World Safety Day.
In addition to our ongoing support
for charities and other worthwhile
organizations in the communities
where we do business, we will
introduce a disaster recovery
program with funds and efforts
focused on the unexpected
catastrophes that occur from time
to time and their unfortunate victims.