World Social Marketing Conference 2025

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.