Skip to main content
logo

World Social Marketing Conference 2025

Scaling RBS: A Model of Consolidation, Innovation, and Stakeholder Alignment

Friday, November 7, 2025 at 11:15 AM–11:35 AM CET add to calendar
Vicens Vives - Faculty of Economics
Programme Listing

This session presents a proven model for reducing underage alcohol sales through responsible beverage service (RBS) in Mexico. Learn how a midstream-focused, data-driven approach, with Mystery Shoppers, real-time feedback, and strategic incentives, led to a 77.9% reduction in illegal sales. Discover how stakeholder collaboration, digital tools, and public recognition can drive sustainable behavior change among vendors, and how this model can be adapted to other low- and middle-income settings.

Presenters

Angela Rizzo, AB InBev Foundation

Authors

Elena Cardenas Vargas, AB InBev Foundation
Dr. Tom Achoki, MD, PhD, AB InBev Foundation
Angela Rizzo, AB InBev Foundation
Loading…