In this episode of 'Sex, Soap, and Alcohol,' host Myriam Sidibé engages with Catalina Garcia Gomez, Global Director of Corporate Affairs at AB InBev, to discuss the company's revolutionary $1 billion commitment toward promoting responsible drinking. Catalina shares insights on the company's implementation of its Global Smart Drinking Goals over the past decade. These goals include investments in social norms marketing, expanding low and no-alcohol beer portfolios, testing evidence-based initiatives, and implementing guidance labels. The discussion delves into internal and external challenges, partnerships with public health experts, and the transformative impact of these initiatives on consumer behavior and the company's growth model. Catalina emphasizes the integration of smart drinking into AB InBev's core operations, ensuring sustainability and reinforcing that profit and purpose can mutually thrive.