Responsible Intake of Alcohol Event at Sauza

Beam Suntory and Responsible Intake of Alcohol

As the third largest premium spirits company in the world, Beam Suntory’s commitment to responsible alcohol consumption is key in everything it does.

We know that the topic of alcohol intake encourages debates, since we all have strong opinions on the personal responsibility that we all have when it comes to the intake of our drinks. At Beam Suntory (Casa Sauza), we have our exclusive philosophy of Drink smart®.

6 Principles of the Drink Smart Philosophy

1. Respect others
2. Obey the law
3. Take responsibility
4. Drink with moderation
5. Be a responsible host
6. Drive carefully

This initiative started based on the vision of our company: GROWING FOR GOOD. Our vision tells us that it’s not only essential to grow as a business, but we must also take care of how we do it. How do we apply it? By giving something back to our society and the environment with beneficial actions, we can make up for everything they both give to us.

As part of this initiative, Casa Sauza was tasked with developing a workshop on responsible intake, targeting not only its employees but also their families, suppliers, and the broader Sauza community. They were all invited to its historic facilities to be a part of this event.

Responsible Intake of Alcohol Workshop

This workshop had the following goals:

• Create awareness of responsible intake among our employees, their families, friends, and the broader Sauza community, to safeguard the health, safety, and integrity of our people.
• Send the message that our tequila is a great product that, when used properly, can provide excellent emotional, social, and even physical benefits to its consumers, by helping us fight today’s well-known stress lifestyle.

Tequila is a very special product, but above all, it requires responsible handling by adults. The workshop also emphasized a key message: “Zero alcohol for minors.”

Parties and holidays increase during certain times of the year, and with this increase, the risk of consuming alcohol in an excessive and unsafe way, for ourselves and those around us, increases as well. This issue seriously concerns Beam Suntory (Casa Sauza). For this reason, the company's corporate branch has created programs to prevent alcohol abuse and encourage responsible drinking. Beam Suntory’s Drink Smart® program clearly illustrates this commitment, and at Casa Sauza, we actively support this campaign.

Laura Stephanía Torres D’Giesecke, a Bachelor of Communication Science from ITESO, gave the workshop. Laura also holds a master’s degree and a Ph.D. in Administrative Sciences, both issued by ITESM.

Development of the Workshop

During the workshop, attendees began with a group-therapy-style session, where several participants openly shared their experiences with alcohol—both positive and negative. Organizers also asked children and young people to express their views on drinking, reinforcing the message of “zero alcohol for minors” as a non-negotiable principle.

After the discussion, organizers invited participants to express their ideas through a mural painting activity. Working in teams, they illustrated their perspectives on responsible alcohol consumption and the potential consequences of harmful drinking.

At the end of the event, we had an exhibit of the murals, and they were placed in different sites of the manufacturing plant to share the message that alcohol is a drink that has to be taken seriously and handled with responsibility.

Stay in touch via our social networks and blogs to stay informed about this topic and learn more about the upcoming campaigns and events we’re preparing for you.

You can also come to Tequila and visit Sauza yourself. We have several guided tours, so you can choose the one you like best: