啤酒和環(huán)保有什么關(guān)系？
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????金?馬洛塔（Kim Marotta）是啤酒釀造巨頭米勒康勝公司（MillerCoors）企業(yè)社會責任部的負責人。米勒康勝是南非米勒釀酒公司（SABMillier）和康勝啤酒釀造公司（Molson Coors Brewing Company）的合資企業(yè)。與其他大型啤酒廠商的同行一樣，她需要操心的問題包括碳排放、產(chǎn)品包裝、水的利用和企業(yè)道德等。不過，她的工作還有另一個方面，是飲料企業(yè)所獨有的問題，也是高中畢業(yè)舞會高峰期家長們非常關(guān)心的問題，即“酒精責任”問題。 ????所謂“酒精責任”是不是就是讓顧客喜歡你的產(chǎn)品，但不要飲酒過量，不要未成年飲酒？ ????“酒精責任”是要鼓勵人們負責任地飲酒。我們的首要目標是防止酒后駕車，以及協(xié)助切斷未成年人酒精來源。第三個方面是處理大學校園的相關(guān)問題。第四個方面是自律，確保我們的廣告只針對成年人。我們的目標是確保我們廣告受眾的70%都是達到法定飲酒年齡的成年人。事實上，我們在進行營銷渠道采購和廣告投放之前，就已經(jīng)拿到了尼爾森公司的調(diào)查數(shù)據(jù)；在營銷活動結(jié)束之后，我們還會進行后續(xù)審計。 ????這樣你們就可以做與體育賽事有關(guān)的廣告了？ ????到現(xiàn)場或在電視上觀看這些體育賽事的主要是成年人。比如ESPN或CBS上收看NCAA比賽的觀眾，成年人的比例遠遠超出了70%對30%的標準。我們并沒有針對青少年做營銷。 ????你有孩子嗎？ ????有的。我有四個孩子，其中一個孩子馬上就要上高二了，另一個孩子馬上要上高一了。所以，這個問題與我自己密切相關(guān)。 ????你們家喝酒有什么規(guī)矩嗎？ ????絕對不能喝啤酒，也不能喝別的酒，除非你達到了法定的喝酒年齡，否則絕對不能喝酒，絕不破例。我的孩子們都很理解。很多孩子的父母都覺得同齡人對孩子的影響最大，認為同齡人會左右孩子們決定喝不喝酒、參不參與其它不不責任的行為。但多年的研究表明，父母才是對青少年影響最大的人。如果父母們設(shè)立了規(guī)矩和標準，對孩子講明哪些行為是可以接受的，一般說來，孩子們都會做出明智的抉擇。因此，父母必須了解這一點，并且承擔應(yīng)盡的責任。 ????另外，我可以給你講講我朋友的故事。那時他的孩子還小。他家的院子里有一塊石頭，他一直在那塊石頭下面放著50塊錢。所以他的孩子們從來不擔心沒法安全回家。他們可以坐出租車回家，然后拿這筆錢付車費。這就是默契。 ????接下來，我們談?wù)劖h(huán)境的可持續(xù)發(fā)展。米勒康勝公司采取了哪些措施來減少用水量？ ????水是啤酒中最主要的原料之一。但它的意義不僅僅是一種原料。只要看看我們的農(nóng)業(yè)供應(yīng)鏈，就會發(fā)現(xiàn)水有多重要。水的使用貫穿了整個釀造過程，無論是清洗釀造鍋，還是在巴氏消毒法或在真正釀造啤酒的過程中，水都不可或缺。 ????釀造一桶啤酒需要多少水？ ????我們的目標是到2015年，用3.5桶水釀造出1桶啤酒?，F(xiàn)在我們釀造1桶啤酒的耗水量是4.1桶。我們的釀酒廠大多都有30年的歷史了。因此我們正在進行投資、撥劃資金，用于改良基礎(chǔ)建設(shè)。 ????回想一下當年看《拉弗妮與雪莉》的日子（注：《拉弗妮與雪莉》是1976年至1983年間美國ABC電視臺熱播的情景喜?。?，你還記得當時啤酒瓶在生產(chǎn)線上移動的情景嗎？一般來說需要借助一種水基的溶劑來幫助這些啤酒瓶移動，確保它們不至于破裂。現(xiàn)在，我們已經(jīng)把它換成了一種非水基的潤滑物質(zhì)。我們的喬治亞州啤酒廠使用離子空氣清潔技術(shù)，用空氣來清潔啤酒瓶，而不是用水。采用了這種技術(shù)后，我們的每條生產(chǎn)線都能節(jié)省400萬加侖的水。 ????我們?nèi)〉昧撕芏嘀卮蟮倪M步，盡管這并不是一件容易的事。不像其他投資——比如能源投資，我們在這方面的投資往往看不到切實的收益。它的收益是一種精神上的收獲。 ????生產(chǎn)一罐米勒淡啤酒的碳足跡是多少？ ????（笑）?，F(xiàn)在數(shù)據(jù)不在手上，我也不知道。 ????我只想知道是否有某種啤酒的碳足跡小于其他啤酒。 ????我們主要看啤酒的包裝碳足跡。鋁合金罐的碳足跡要小于玻璃瓶。此外，玻璃瓶上面還有一個紙質(zhì)標簽，而造紙同樣需要使用大量的水。 ????這么說，喝罐裝啤酒比喝瓶裝啤酒更環(huán)保，是吧？ ????鋁合金罐的碳足跡之所以更低，其中的一個原因是鋁合金罐的可回收成分達到了68%，高于其它的飲料容器。一般說來，每喝掉一罐啤酒，然后對這個鋁合金啤酒罐進行回收，那么不到60天，這個罐子中的一部分材料就會再度回到商店里。此外，用回收材料制造一個鋁合金罐所消耗的能源要比使用不可回收材料少95%。因此，在碳足跡的問題上，回收的確是關(guān)鍵的一環(huán)。 ????那么扎啤是不是最好的選擇？ ????從碳足跡的角度來看，扎啤當然是最環(huán)保的。大多數(shù)扎啤桶都是反復回收利用的，而且基本上用不到紙。不過如果你關(guān)注的是水足跡的話，你得想想賣扎啤的商家是如何清洗扎啤杯的。 ????你們有沒有什么指南來指導酒吧侍者們用更負責任的方式來清洗酒杯呢？ ????目前還沒有。 ????譯者：樸成奎 |
????Kim Marotta runs corporate social responsibility at giant brewer MillerCoors, a joint venture between SABMiller and Molson Coors Brewing Company (TAP). She worries about carbon impact, product packaging, water use, and corporate ethics, as would any similarly titled VP at any large manufacturer. But her job has an added dimension, unique to the beverage industry, and of particular interest to any parent of teenagers during high-school-prom season: "alcohol responsibility." ????That's where you tell your customers to enjoy your product, but not too much and not until they're old enough? ????It's encouraging people to drink responsibly. Our primary focus is on the prevention of drunk driving, and on helping to prevent youth access to alcohol. A third area is addressing college campus issues. A fourth is self-regulation: making sure that our ads are only targeting adults. We make sure that the ads are reaching 70% legal-drinking-age adults. We actually get Nielsen numbers before we do a marketing buy or placement, and we'll go back and audit it afterwards, too. ????How does that ever allow you to advertise in connection with sports? ????Well, those are predominantly adults that are coming and watching those events, in the arenas and especially on TV. If you look at events that are on ESPN or CBS -- the NCAA tournament, for example -- they're well above our 70/30 standard. We're not marketing to kids. ????Do you have kids? ????I do. I have four kids, including a teenager who is going to be a junior in high school and another one who's going to be a freshman in high school. So it's very real to me. ????What are the rules about drinking in your house? ????Absolutely no beer. No alcohol. Not until you're the legal drinking age. Absolutely not. No exceptions. And my kids understand it. A lot of people that have teenagers think that other teenagers have the most influence on their kids' decisions about whether they're going to drink or engage in irresponsible behavior. But what research has shown year after year is that it's the parents that are the number-one influence. If the parents set the rules and set the standards and make it clear to the kids about what's acceptable, generally speaking, the kids will make good decisions. You've got to understand that and take responsibility for it. ????On the other side, I'll just tell you one of the things a friend of mine did when his kids were younger. He had a rock in his yard, and he'd keep, like, 50 bucks under the rock at all times. So that his kids never felt as though they couldn't get home safely. They could pay for a cab and there were no questions asked. ????Let's talk about sustainability. What is MillerCoors doing to reduce its water consumption? ????Water is one of the most important ingredients in our beer. But it's more than just an ingredient. It's really important when we look at our agriculture supply chain, and it's used throughout our brewing process, whether it's to clean our brewing kettles, or in pasteurization, or to actually make the beer. ????How much water goes into a barrel of beer? ????Our 2015 goal is to use 3.5 barrels of water to produce one barrel of beer. Right now we're at 4.1 Most of our breweries are 30 years old. So we're making investments and putting aside money for infrastructure improvements. ????If you go back to Laverne and Shirley days, remember how you'd see the beer bottles moving along the line? That was typically with a water-based solvent to help those bottles move so they didn't break or chip. We've changed the lubricant to a slippery substance that's not water-based. In our Georgia brewery, we use ionic air rinsing -- which is just air instead of water -- to clean our bottles. And just by doing that, we'll save four million gallons per line. ????Lots of great advancements, but it's not an easy thing to do. Often we don't see that return on investment that we'd see with other capital investments, like energy. It's got to come from your heart. ????What's the carbon footprint of a can of Miller Light? ????[Laughs]. You know, I don't know the number offhand. ????I just want to know if there are certain beers I can drink that have a smaller carbon footprint than others. ????We look at it from packaging footprint. An aluminum can has a smaller carbon footprint than the glass bottle. Also, the bottle has a paper label on it, and paper has a lot of water content in it. ????So I'm being more environmentally responsible if I drink my beer from a can than if I drink it from a bottle? ????Part of the reason the carbon footprint for an aluminum can is lower is that the aluminum can has more recycled content than any other beverage container. It's approximately 68%. Generally speaking, every time you drink a can of beer and you recycle it, some part of that can will be back up in a shop within the next 60 days. The other part that's interesting is that if you make a can out of recycled content, it requires 95% less energy. So in the carbon-footprint equation, recycling is really a key component. ????I suppose beer on draft is best of all? ????Certainly from a carbon footprint standpoint. Most of the kegs are recycled over and over and over again. And there's generally no paper. But then if you're looking at the water footprint, you want to know how that establishment is washing glasses. ????Do you offer any guidance to bartenders about responsible glass-washing? ????Not yet. |
