As an accountable organization, we remain resolute in promoting responsible consumption and pursuing strategies in collaboration with relevant stakeholders to help minimize the negative impact of irresponsible alcohol use. Our experience shows that our communication of responsible consumption works best when consumers take informed decisions to adopt a responsible attitude towards alcohol always. We cannot act alone to address the sometimes complex issues that relate to alcohol misuse and abuse. To promote responsible behavior, therefore, we collaborate with a wide range of stakeholders – the industry, NGOs, governments, consumer groups, sales outlets and others.